Coming off the back of betrayal from Nutella, Zara and IKEA, another one of our trusted favourites has also hit us with a pronunciation-themed surprise: ASOS.
Before you ask—no, it’s not AY-sos. According to the ‘About Us‘ section on their website (which we have, funnily enough, never stumbled upon due to the fact that we were, you know, browsing the clothing section), it’s actually pronounced ‘ACE-oss‘.
“People often ask where our name comes from (usually straight after they ask us how to pronounce it – it’s ACE-OSS, by the way),” reads their website.
Oh, and by the way, it stands for ‘AsSeenOnScreen’.
Here’s Justin Bieber’s rumoured new squeeze Nicola Peltz to demonstrate for you:
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