Abercrombie & Fitch to The Situation: We’ll Pay You to Stop Wearing Our Clothes
Jon Kopaloff/FilmMagic is a mega-hit for MTV, but some brands aren’t quite as amused by the crazy antics of the show’s fist-pumping, drink-guzzling cast. Tuesday night, retailer Abercrombie & Fitch
posted a statement to its website proposing what it called a “win-win situation” to Mike “The Situation” Sorrentino: stop wearing our clothes and we’ll give you some cash.
“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image,” a representative from A&F’s brand senses department wrote. “We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans. We have therefore offered a substantial payment to Michael ‘The Situation’ Sorrentino and the producers of MTV’s
The Jersey Shore to have the character wear an alternate brand. We have also extended this offer to other members of the cast, and are urgently waiting a response.”
In July of 2010, Sorrentino
spoke to New York magazine about his booming popularity — and ironically, the products that were taking off thanks to his name. “‘The Situation’ — my name, or my character — is known worldwide now,” he boasted. “Abercrombie & Fitch, their most popular shirt, they told me, is ‘Fitchuation.’ I mean, where did they get that from? Obviously from myself.”
Tell us: Do you side with Abercrombie, or with The Situation?
–Kate Hogan
NBC/Ali Goldstein 
