An independent jewellery brand is claiming that UK online retailer ASOS has “ripped off” one of its products.

This came after the brand, Studio Cult, applied to be featured on ASOS’ website and was rejected.

Studio Cult has posted several times on its Instagram account, detailing the alleged “plagiarising” of a pair of its earrings.


In the original Instagram post the original earrings are shown alongside the “poorly executed counterfeit” ASOS version.

In one of the follow-up posts to in Instagram page, Studio Cult shared screenshots of the correspondence it received from ASOS rejecting its application to be featured on the site.

On 24 November, meanwhile, Studio Cult Tweeted the following:

It has since claimed that the online retailer has been deleting comments online related to the incident.

An ASOS spokesperson responded: “ASOS takes intellectual property complaints extremely seriously. We are currently speaking directly with the relevant supplier about this issue, having already removed the product from site while we investigate.”

ASOS informed Professional Jeweller that not all products that come under the ASOS Designs umbrella are designed by the company itself, but by a third party supplier partner, which it claimed is the case here.

It said it is in correspondence with Studio Cult and has also launched an investigation.

ASOS also said that its Marketplace team dealt with the application from Studio Cult and that its retail team had no way of seeing the application.