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The secret meaning behind the names of your ASOS clothes

A Twitter user has uncovered why the store's clothes have human names

asos dress
Sophie Hamilton
Parenting Editor
April 26, 2018
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Ever wondered why your ASOS bra is called Olivia or your jeans are called Stephanie? We'd always assumed it was simply the pretty name the designer gave to the product – but not so. Twitter user Lucy Gedney seems to have stumbled upon the real reason for the brand's clothes having human names.

Lucy tweeted: "So apparently on ASOS, if an item of clothing has someone's name at the start of it, it means that person has been at the company for a certain amount of years so they are rewarded with having something named after them, who knew?" Who knew indeed!

New Look Stephanie Skinny Rinse Blue Jean, priced £25.99    

What's more, ASOS menswear buyer Chloe O'Keefe verified Lucy's hunch with a reply. She tweeted: "Ten years!! Haven’t named mine yet but you can pick anything and any name". Well there you have it. We can now think of the ASOS employees' longstanding service to fashion when we purchase a named item.

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And that's not all. Do you know what ASOS actually stands for? Way back when the online store was started in 1999 by founders Quentin Griffiths and Nick Robertson, the website was called AsSeenOnScreen – a place where the public could buy clothes or accessories they had seen celebrities wear. The name was soon abbreviated to ASOS and the title kind of stuck. AsSeenOnScreen seems seriously long now.

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ASOS LUCY Pointed Ballet Flats, priced £18    

There's more: many of us may be pronouncing ASOS incorrectly. The website writes that it's really pronounced ACE-OSS and not AS-OSS. Oh. We've learnt a few things.

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