You have to bear in mind that supermarkets have been looking at the outdoor industry for some time. Most people that wear outdoor clothing are weekend warrior types who don't need that sort of protection to get from the office to the car! Asda are not the first and will only get better, if you want real bargains in the outdoor field, try Aldi, they do what they say on the tin. For the serious outdoor person, the branded items will be a lot better because the fit and extra features are what people are looking for, but the weekend warrior type are only looking for the name, for their purpose they may as well shop in ASDA or ALDI and get what they need.