ASOS try to get away with a blatant rip off


Sometimes, it’s pretty obvious that someone copied your design, even if they change it up a little, or “make it shittier”, as design duo Doublenaut put it in the case below, submitted by a YTWWN reader. In a case of such obvious inspiration–and bold Twitter tactics–what could ASOS muster up in defense? Of course, they could insist that their designers came up with the graphic all on their own, but they may also choose to meticulously point out all the differences in the two designs to try to prove that the two designs aren’t that alike after all. You know,  Doublenot’s wolf has an arrow in its mouth while ASOS’ weapon looks like a sword. Doublenot puts an eye above the wolf’s head, but ASOS crowns its wolf. The trouble for ASOS is that a “dissimilarity analysis” is improper. Courts will not accept a step-by-step dissection of dissimilar characteristics to prove that two designs aren’t identical.  So, what do you think? Is ASOS just out of luck on this one?


I was scrolling through my twitter feed last night, only to notice a retweet from one of my international friends about ASOS and a Toronto based duo called Doublenaut. Someone pointed it out to them that ASOS had basically stolen a design of theirs. I did actually have quite a bit of respect for ASOS until now. It makes you wonder, how many other designs have they stolen?


Link to Double Naut Store (Original):


Link to ASOS store (Rip-off):



The guys from Doublenaut have been in contact with the ASOS help desk and it looks like they were fobbed off.


Doublenaut have since been told that ASOS are looking into it.


I understand that it could be the work of one designer faker within ASOS who is stealing designs and trying to make themselves look good, but it really just makes the whole company look bad. If this is the case then the faker in question should be named, shamed and then fired. We will update this story with more details as the situation unfolds.

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