UK shoppers using ASOS faced a scare on Tuesday, October 6, 2026, when an unexpected push notification surfaced on the fashion brand’s mobile app, seemingly dispatched by cybercriminals. Labelled “ASOS HACKED,” the alert asserted that a Snowflake instance had been breached and warned that data would be leaked unless the company responded. Numerous users took to social media to share that they had received the warning.
While ASOS confirmed it is looking into the alert, the retailer stopped short of verifying whether a cyberattack or data breach actually occurred. The website and app stayed online, and the full scope of any possible unauthorized entry has yet to be determined.
Hackers Allegedly Used ASOS App to Send Message
Rather than addressing consumers, the notification targeted the IT department and data protection officer at ASOS. It stated that the attackers had achieved a “full compromise” of the Snowflake environment and demanded contact to prevent a public data dump.
Furthermore, the text pointed readers toward a Telegram channel linked to a collective identifying as the Xuanye group. According to cybersecurity researchers, this moniker had not previously appeared on prominent hacking forums, leaving the legitimacy of the assertions open to verification.
Snowflake Claim Raises Security Concerns
Snowflake functions as a cloud platform utilized by enterprises for storing, processing, and evaluating extensive data sets. Because these environments often hold sensitive business and customer data, the purported breach has sparked considerable worry.
Even so, authorities have not verified the theft or viewing of any ASOS consumer details. Security professionals noted that while the delivery of a push notification via the official ASOS app suggests unauthorized reach into systems tied to the retailer’s messaging framework, it does not automatically prove the volume of data—if any—that was exposed.
Also Read: Why AI Agents Need Cybersecurity Memory to Protect Enterprise Data
ASOS Investigates as Shares Slide
Market confidence took a hit alongside the news. ASOS stock dropped over 10% during morning trading following the emergence of the reported breach, halting a period where the firm’s shares had experienced solid growth throughout 2026.
Meanwhile, cybersecurity specialists advised consumers to stay vigilant against subsequent phishing scams. Malicious actors frequently take advantage of high-profile incidents by circulating fraudulent emails or texts that prompt targets to reset passwords, verify orders, or supply payment information.
