Online retail giants ASOS and Boohoo have found themselves in a hilarious Twitter war - and it's all over a pair of £10 socks.
The whole debacle came about after someone on ASOS' social media team discovered an awkward 'photoshop fail' on one of Boohoo's outfit shots.
Posting a photograph on Twitter, ASOS wrote: "So @boohoo really forgot to photoshop out our ASOS 4505 logo sha." OOPS.
The brand then posted a link to the socks in the image, writing: "Big up their styling team though, TOP TIER socks... Shameless plug."
The tweet quickly caught the attention of shoppers, and has already made it to several Instagram meme pages.
"Imitation is the best form of flattery," said one Twitter user, responding to ASOS' sly dig.
Another wrote: "This is why I love this company."
Not one to take the jab lying down, Boohoo then responded with a tweet which read: "You’ll only ever be an accessory, @ASOS."
Oof.
Earlier this week Boohoo announced it had purchased high street brand Debenhams for £55m.
In a statement, Boohoo said: "The group intends to rebuild and relaunch the Debenhams platform, helping further the group’s stated ambition to lead the fashion eCommerce market, and grow into new categories including beauty, sport and homeware."
