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Launched in 2000, ASOS has been an absolute game changer when it comes to online shopping: over 850 brands, catering to all sizes with its Petite, Tall, Maternity and Curve ranges (including models with stretch marks - insert prayer hands emoji) and, perhaps most importantly, free returns.
But the site and other retailers could soon blacklist those who return to excess, comments from a new survey suggest.
According to new research into over 200 UK retailers conducted by Brightpearl, more than a third of stores have seen an increase in serial returns over the last year.
And these retailers could soon blacklist dishonest shoppers who regularly buy clothes in bulk, wear them, and then return several items.
In fact 45 per cent of retailers, including ASOS, said they were planning to blacklist repeat offenders.
We aren't talking about buying three dresses for a party at the weekend, keeping one and returning the ones that made you look like Barbara Cartland (pink ruffles only work on Villanelle, babe).
The brand said it had even resorted to checking people's Instagram and Facebook accounts in a bid to catch out consumers who wear clothes before sending them back, and falsely claim they have not received items bought online.
But ASOS denied the procedure was designed to check up on people who simply return unwanted items, saying customers are "within their rights" to do so.
Clear Returns, a retail data technology company, recently estimated that returns cost UK retailers £60bn a year, £20bn of which is generated by items bought over the internet.
The takeaway: buy five bikinis before you jet off on holiday, try them on over your knickers and return the ones you don't want. Just don't return that belted one-piece you wore on the girls' trip to Mykonos because: it's wrong and it's gross.
Pretty52 reached out to ASOS comment.
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