After six hours, ASOS finally addresses ominous message from threatening hackers

People who have the ASOS app recieved an odd notification on Tuesday that suggested the fashion company had been hacked in some form, and now the fast fashion business has explained. 

The push notification read: “ASOS HACKED. Dear ASOS DPO and IT, we have fully compromised the Snowflake instance. Engage with us, or we will leak it: t.me/xuanyewengatewaynow.”

Credit: ASOS

Given the mention of IT and ASOS’ cloud data platform, Snowflake, unknown parties appear to have hacked the company and are threatening to release the data. It’s not immediately clear who the attackers are. 

“Engage with us, or we will leak it,” seems like a threat. 

UK law requires that British companies report any data breaches to officials within three days of it occurring. The company must also notify affected users in case of “high risk” hacks.  

Was ASOS hacked? The fashion company has explained

In its first statement after the scandal, ASOS wrote on its Instagram Story: “We’re sorry that you may have received an unauthorised push notification from ASOS earlier today. Please disregard the notification and do not click or engage with the link it contained.

“We’re investigating the unauthorised activity and have taken immediate action to restrict access. We’re also working with our internal and external specialist advisers, as well as all relevant authorities.

Credit: Instagram

“Based on what we know at this stage, basic personal information including name and contact details may have been accessed. However, we do not believe that any payment-card information or account passwords have been impacted.

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“Protecting our customers and maintaining a reliable shopping experience are our priorities. While our investigation continues, please be assured that our website and app are operating as usual. Thank you for your patience, we appreciate you and will provide further updates as soon as we have more information.”

Twitter had a very Twitter reaction to the hack 

People immediately started to react to the message online, mostly with confusion about why the push notification happened. 

One person said: “Ouch. Best wishes to ASOS staff, customers and shareholders if this is the case.”

Really excited to start my first day as ASOS Head of IT

— Jun (@The_Junaid_) October 6, 2026

“It’s my first day at ASOS as the new data protection officer. Hope it all goes well,” another joked. 

Someone else added: “ASOS getting hacked when I was going to make an order today.”

This is a developing situation and more information is expected to emerge. 

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Featured image credit: Marc Patrick/BFA.com/Shutterstock and ASOS