Fifty jobs have been cut at the George at Asda head office.
Some 10 per cent of the 500-strong team have gone as part of a shake-up in the way its teams are structured.
The head office is based just outside Lutterworth in south Leicestershire.
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A spokesman for the discount supermarket clothes brand said the cuts were not related to the coronavirus pandemic - although it has previously said clothes sales were down at the height of the lockdown.
He said they had replaced a traditional “hierarchical” structure with a more “agile and responsive” model so that staff would find it easier to work across different product ranges.
He said: “The fashion retail sector continues to change and evolve at pace and we have to respond accordingly to remain competitive.
“This means changing how our teams are configured to create a nimbler and more agile structure that is better suited to meet the demands of a fast-paced sector.
“Sadly, these changes will mean that some colleagues based at George House in Leicestershire have left the business.
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“We recognise this is a difficult time for these colleagues and are doing all we can to support them.”
George products are sold in more than 560 stores and through George.com, which the company said serves more than 800,000 customers a week.
Last month Asda reported that like-for-like sales - excluding petrol - had been up almost 4 per cent for the three months to the end of June, compared to spring 2019.
Online grocery sales doubled and click and collect sales quadrupled during the period.
The business said: “Whilst the demand for clothing declined, parents continued to prioritise their children and there was an increased demand for children’s clothing, especially pyjamas, jogging bottoms, multi-pack shorts and t-shirts, as kids spent more time at home with their parents.
“Looking ahead to the second half of the year, finances remain a key concern for consumers as the economic consequences of the pandemic become more apparent.”
It added: “Customers continue to see themselves spending more time at home due to the pandemic, and spending on small, affordable luxuries for the home and indulgent treats is predicted to continue.” It said George Home sales were growing 13 per cent ahead of the market.
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The spokesman said the latest structural changes would help the business get products to market quicker.
He said the cuts affected staff across the board and no jobs were going within the broader Asda group or within its stores.
He said: “It is not a response to Covid-19. It would have happened anyway.
“The fashion retail sector is so fast moving that this will increase the speed at getting lifestyle products to market - so is more a reflection of the industry.”
George was the first supermarket clothing brand back in 1990 after Next founder George Davies was asked to produce a range that was “high quality, high value and with its own identity”.
By 2004 it was the second biggest 海角视频 clothes retailer, selling jeans for £3.
It opened an online store in 2008 and a year later had become the 海角视频’s biggest clothing store by volume and a sector leader in back-to-school wear.
It expanded into home-wear in 2014.