Shoppers go wild for Aldi's collection of 'unexpected items'

Shoppers go wild for Aldi’s Unexpected Items Christmas clothing collection, including festive jumpers and socks – and some items are SOLD OUT before they’ve even hit stores

  • Aldi has launched their first Aldimania Winter Collection for pre-order online
  • Includes Aldimania Hoodie which sold out after being worn by Tommy Fury
  • Announcement on social media has sparked a frenzy for festive pieces 

Supermarket fashion has a reputation for being convenient but basic, however Aldi is proving food stores can set trends after launching a new range of festive clothes.

The Germany-based discount supermarket, unveiled its first Aldimania Winter Collection including festive jumpers, socks and underwear with a shoot inspired by high fashion.

It follows the frenzy sparked when Tommy Fury wore a £14.99 hoodie from the supermarket’s loungewear range, which sold out within minutes when it first went on sale in April.

Online pre-orders have seen many of the items to sell out ahead of the instore availability from 21st November. 

The collection features a Christmas jumper with traditional snowflake and reindeer patterns as well as an Aldi logo in the centre for £9.99, and fleece trousers for £9.99, which are both online exclusives.  Elsewhere, is a £17.99 onesie and socks for £1.49. 

Aldi has released their first Aldimania Winter Collection, which includes festive jumpers (pictured), socks and underwear 

Aldi teased the collection (pictured) with their almost 600,000 Twitter followers, sparking a frenzy when online pre-order became available on November 14 

Aldi teased the collection using hashtags #UnexpectedItems and #AisleOfAldi before releasing a video showing how the items can be styled. 

One person wrote: ‘Missed the joggers. Did manage to preorder Christmas jumper and socks’

Another said: ‘Your online only jumpers also sold out in two minutes?’

‘I need that onesie!,’ a third added. 

Another impressed shopper wrote: ‘Must must must have! On with my sliders and socks, my trend will be on point’ 

Aldi’s latest collection (pictured) follows the success of their loungewear collection released earlier this year 

A stream of shoppers have taken to social media complaining that popular items sold out too quick and they are waiting for more stock 

Online retailer Boohoo joked about wanting to collaborate with Aldi after seeing the release of their new collection 

‘Ordered my #UnexpectedItems #AisleOfAldi jumper yesterday! So excited,’ another added.  

In response to the announcement, online retailer Boohoo joked about wanting to collaborate. 

Aldi has also tweeted Balenciaga, Gucci, Louis Vuitton, Zara and British Vogue in the hopes of sparking a conversation about their collection.

Julie Ashfield, Managing Director of Buying at Aldi UK, said: ‘Following the success of our Aldimania range earlier this year and huge demand from shoppers for more, we really wanted to take the collection to the next level by, not only expanding the range, but unveiling it with our very own high fashion catwalk. We can’t wait for our shoppers to see it!’

Managing Director of Buying Julie Ashfield said the supermarket wanted to take the collection further by presenting their own catwalk 

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