ASOS customers have been left confused by the design of a t-shirt featuring a cut-out on each side - with some comparing the look to a cheese grater.
The bold choice popped up as a sponsored post for Twitter user @Harrisonjbrock, advertising the clothing brand's 'ASOS DESIGN t-shirt in navy scuba with cut-out'.
Photos show a fitted t-shirt with two gaping holes in each side, exposing the model's midriff and a large tattoo on his rib cage, with the description stating it's made from 'lightweight, scuba-style fabric'.
The advert came with the message: "A little bit of you? We thought so..." along with three clapping emojis, as Harrison commented: "ASOS I really cannot stress enough how much this is NOT a bit of me."
The tweet has gained more than 54,000 likes and 2,200 retweets, catching the attention of ASOS, which replied to say: "It's a gap in the market."
Others on social media were less sure there was much of a calling for the t-shirt, as one commented: "Sure, because who else would want their left love handle hanging out of a hole in a shirt?"
A second said: "Cheese through a cheese grater sis... Who are the people buying these."
Another added: "'Want to show off your love handles!? We've got you'."
But some loved the look, arguing: "Why, that's cute if you got tattoos? I think that part's sexy af in men, so why not show it? Women get to show their belly/midriff too - and no, you don't have to be skinny."
The price of the t-shirt has been slashed on the ASOS website, reducing from £20 to just £9.
Other users replied with their own similar experiences, with one saying their sister received a targeted advert for a £3.60 black jock strap.
ASOS has been contacted for comment.
