ASOS Labels 17,000 Shopping Bags with Misprinted Tagline

British online fashion retailer ASOS printed a typo on about 17,000 of its plastic shopping bags. The intended phrase “Discover fashion online” was incorrectly reproduced, prompting the mistake to be highlighted on the company’s Twitter account.

ASOS responded by joking that the flawed bags were a “limited edition” and encouraged customers to share the error online. The retailer’s quick acknowledgment turned a potential embarrassment into a promotional moment, with some users commenting on the possibility of resale value and sharing similar typo stories.

The incident illustrates how the brand managed a large‑scale packaging error by leveraging social media to control the narrative and maintain customer goodwill.