Wondering what ASOS actually stands for? As someone who’s been shopping on ASOS ever since it launched in 1999, I’m here to help. When the brand first arrived on the fashion scene, it was trailblazing and offered many shoppers the chance to copy their favourite celebrities outfits.

Since then, they’ve gone through a few re-brands and the name has since been shortened to ASOS. Over the years, it has redefined itself, maintaining its commitment to cutting-edge style while embracing a broader audience.

But what about its pronunciation? Is it “A-sos,” “Ay-sos,” or something else entirely? Is it the name of the owner or maybe an abbreviation of something? And then begs the question: how do you actually pronounce ASOS?

But I digress. Let’s take a closer look… Next, get more and more familiar with ASOS, learn how to cancel an order and everything you need to know about the returns.

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What does ASOS stand for?

ASOS stands for ‘As Seen On Screen.’ ASOS initially launched as ‘AsSeenOnScreen Limited,’ with founders Nick Robertson and Quentin Griffiths creating a place where shoppers could get outfits inspired by those worn by celebrities. Two years later, they decided to shorten the brand’s name and ended up launching asos.co.uk.

How to pronounce ASOS?

Sorry to burst your bubble, but the correct pronunciation of ASOS is “ace-oss” and not “ass-os.” The brand actually posted this on their website to settle the debate.

Where is ASOS most popular?

Being a London-based retail brand, ASOS is mostly popular in European countries, with most of its sales coming from the United Kingdom but due to its quality and affordable price point, the brand’s popularity has also reached the United States and France.

Are ASOS clothes original?

According to their website, ASOS “only stocks genuine and authentic items” which are from the brands that they offer. The retail giant emphasized “not buying fake” so customers would know that the goods that they were selling were all original and authentic.

You’ll find their own label, ASOS Design, alongside popular names like Topshop, Stradivarius Dr. Martens, and Calvin Klein. They even feature eco-conscious brands like Weekday. Basically, something for everyone!

Is ASOS considered cheap?

ASOS caters to a range of budgets. They have trendy and affordable pieces that are perfect for everyday wear, but they also offer more premium designer labels for those special occasions. You can find something for almost any price point.