On October 6, 2026, users of the ASOS mobile app began receiving unexpected push notifications on their phones. The alerts were titled ASOS HACKED and included a message addressed to the company's data protection officer and IT team. The text stated that the Snowflake instance had been fully compromised and urged engagement or a data leak would follow. A link pointed to a Telegram channel belonging to a group calling itself Xuanye Group, which had only recently been created.As reported by BBC News, dozens of customers described the pop-up appearing on their screens that morning. Reuters noted that shares in the British online fashion retailer fell more than 11 percent after the reports circulated. An ASOS spokesperson told Reuters the company was aware of the claims but offered no further confirmation at the time. Later customer service responses, shared via LADbible, repeated that the retailer was investigating the notification and had no additional details ready.The message read:"Dear ASOS DPO and IT, we have fully compromised the Snowflake instance. Engage with us, or we will leak it."Snowflake provides cloud tools that many retailers use to store and analyze data. Security specialists observed that delivering a push alert would also require access to ASOS's separate notification systems. Charlotte Wilson of Check Point told the BBC that the approach, if verified, turned the company's own app into a public demand. Dan Bird of Horizon3 added that the combination of claims suggested the credentials opened more than one system. Downdetector recorded a spike in user reports around the same period, though the main site and app continued to function.Online comments quickly turned to the practical side of a retail breach. One user asked why the people behind such alerts never simply set every price to zero."Why dont hackers ever make everything on the site free or something like😭😭😭"mobile eatery (mia)🪽 @HEARTFELONLINKWhy dont hackers ever make everything on the site free or something like😭😭😭More users chimed in on X and shared their opinion on the same. Some wondered aloud whether free clothes or shoes might arrive as a result. One suggested the attackers could at least release a discount code while systems remained unsettled.Mukhtar @Mukhtar77000LINK“ASOS HACKED” What is that supposed to mean? Are you going to receive free clothes, shoes etc.?Jack Lysaght @JackLysaght_LINKWhilst ASOS has been hacked can the hacker give us a discount code please and thank u x xcowboy danny 𐚁 @manysuchcases_LINKasos hackers, please send me free clothes. if you really hacked their system, you’ll have my address. thank you!More users posted their thoughts on X. One framed the notification as an invitation for the group to send clothing without charge. Some questioned the app safety.Mwenewazvo @Mwenewazvo_VLINKCan whoever hacked ASOS just send us free clothes please!FOSTER DVB @FOSTER7864LINKImagine just trying to check if your package shipped and getting a ransom note from hackers instead. Nobody is safe on these apps anymore 💀😭ASOS shares slide as company reviews app alert claimsASOS has not issued a public breach confirmation. Customer chat agents told inquirers the firm knows about the notification and is looking into it, with an update promised once more is known. According to The Standard, the share price fell by roughly 12 percent at one point, worth tens of millions of pounds in market value. Experts from Huntress told Reuters that a demand sent straight to customer devices is an aggressive tactic meant to speed negotiations. The Telegram channel later posted that payment information was not affected, though the claim remains unverified by the company.The incident arrives weeks after ASOS released a pre-close trading update for the year ending August 30, 2026. As reported by Investegate, José Antonio Ramos Calamonte, the chief executive, said adjusted EBITDA landed in the upper half of the £150-180 million guided range and gross margin exceeded 50 percent. According to the same announcement, net debt fell to about £110 million.As per the update carried by Investegate, active customers stood at 16.4 million at year-end, with sequential growth appearing in the final quarter for the first time since early 2022. World Footwear reported that the company attributed the margin gains to better sourcing, fuller-price sales, and changes in its fulfillment model.