How do you pronounce ASSOS

Hey does anyone know how to pronounce the bicycle clothing company

ASSOS?

everytime I say it it sounds a little bit too much like a**holes
Not that I own any of their stuff just alway been impressed with how much their clothing costs… must be nice stuff though

I have no clue how to pronounce it either, but the bibs I own from them have to be the best bibs ever made on the planet.

Their stuff is good, and for the most part worth the cost. But is the high cost worth it for their products. What I mean is so many other companies get it done for less. The prosline lycra is so cool, but may wear out before others, I did crash in their tights and I was amazed I didn’t ruin them. I also buy their stuff only on sale. Sure liking Sugoi right now as the team uses it and it looks like it would never wear out. Sorry to ramble but I’ve been told the A is like AH so Ahsos. If money were no object I would wrap myself in it daily.

Ja, here in Swissie-land, they pronounce it AH-sos (long ‘o’). Great, great stuff…

Would be a great name for an operating system tailored to the demands of porn servers.