ASML turned an old BBC description into a badge of honor as its chipmaking technology took off - why “relatively obscure” is printed on its hoodie

Being called “relatively obscure” is probably not the kind of description most companies would want to remember. ASML did something different with it.

Sander Hofman from ASML has printed the BBC’s description of the company as “relatively obscure” on a hoodie, turning the old remark into something of a badge of honor.