Do You Know How to Pronounce ASOS the Proper Way?

Back in January, I came to terms with the harsh reality that I was pronouncing Zara wrong for all the years I've been shopping there. Who was I? Did I even know anything about anything? 

Fast-forward to today: I was shopping on ASOS when I wondered if I had been living another lie. It turns out, I was (?). 

ASOS, which, FYI, stands for AsSeenOnScreen, is actually pronounced ace-oss not ay-sos, as I and so many people I know pronounce it. Their site says:

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)

Mind. Blown. In a 2013 video from Racked, a bunch of people are asked how to pronounce ASOS (spoiler: none of them say ace-oss) and then British blogger Susie Blogger sets it straight: 

I'll probably never get used to pronouncing it that way, but there you go! Now you'll be able to sleep at night knowing you can pronounce Zara and ASOS properly. 

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