Abercrombie & Fitch Offers To PAY Mike ‘The Situation’ Sorrentino To NOT Wear Their Clothes

"This association is contrary to the aspirational nature of our brand"

Despite the fact that US clothier Abercrombie & Fitch thought it would be clever (and marketable) to sell a t-shirt inspired by the MTV reality TV series Jersey Shore, A&F is now no longer interested in associating their brand with the show. In fact, A&F is so serious about not wanting to have any connection AT ALL with anyone from the Jersey Shore that they are offering to PAY castmember Mike The Situation Sorrentino to STOP WEARING their clothing. While once A&F was cool with The Fitchuation, they are now trying to distance themselves as much as possible from the show … to which I must exclaim, LMAOOOOOOOO!

With their quick rise to fame, the cast of MTV reality show “Jersey Shore” has cashed in on a number of endorsement deals, including weight loss supplements, alcohol and bronzer. But here’s a first. Teen apparel retailer Abercrombie & Fitch Co. is offering to pay Michael “The Situation” Sorrentino not to wear its merchandise. The New Albany, Ohio company released a statement Tuesday evening titled “A Win-Win Situation,” in which it stated a “deep concern” over the association between Mr. Sorrentino and the brand. A&F offered up a “substantial payment” to Mr. Sorrentino “to wear an alternate brand.” “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,” the statement read. The company also extended the pay-to-not-play offer to the other Jersey Shore reality stars and said it was “urgently waiting a response” … As retail analysts at Nomura Securities pointed out in a research note Tuesday evening, Mr. Sorrentino was seen in the most recent episode of “Jersey Shore” wearing a pair of neon green A&F sweatpants “loudly (and proudly)” on the streets of Florence. Last year, Mr. Sorrentino gave an interview to New York magazine where he said, “Abercrombie & Fitch, their most popular shirt, they told me, is ‘Fitchuation.’ I mean, where did they get that from? Obviously from myself.” A&F confirmed that it sold that shirt as part of its “humor graphic tee assortment.”

LOL! This is HI-larious. To be honest, I don’t even associate any of the JS castmembers with A&F … they seem more like Ed Hardy folks more than anything … but that’s beside the point. When a clothing company is willing to PAY people to NOT wear their clothing, that says a lot. Considering how happy The Situation (and many of his fellow castmates) is to cash in on his notoriety, I fully expect him to accept payment from A&F. Hee Hee. What a ridiculous story.

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  1. ashley

    I thought most brands would love to see celebs wear there stuff for free advertising.

    • @ashley — But if you don’t want your brand associated with someone, it makes sense. IMHO, this is just a publicity play … but it is funny.

    • Manderz

      yes, celebrities..not some womanizing D-list loser who looks like his face got bashed in and the swelling never went down.

    • Kiki

      @Manderz – HAHA! What a funny description… I think that his whole head has a rather phallic shape to it…

  2. Mitchell

    @ Trent: LOL at the Ed Hardy comment. Very, very, very, very true.

  3. THis made my morning and the Ed Hardy comment was dead on.

  4. Madsme

    Is this a good publicity play from a company that not-so-long-ago was accused of racism (whites only out front)? I think if I were with A&F’s ad team I’d be working a bit harder to avoid anything that could be remotely construed as cultural insensitivity.

  5. Sara

    The funniest part to me is the idea that A&F has some sort of reputation to uphold, with their half naked advertisements and all.

  6. Joe

    theyre deluded. the brand isnt that good or sophisticated.

    • @Joe — “the brand isnt that good or sophisticated.” A&F aren’t making any such claim, they’re only saying they don’t want The Situation to be seen wearing their clothes as an implied endorsement. Can’t say I blame them at all.

  7. ashley

    It does make sense though

  8. Zanne

    I wish they would pay me not to wear their clothes! I would not-wear the hell out of them! :)

  9. Ruby

    OUCH! – but might be bad for a&f.. considering their history of discrimination…(muslim denied to work with af because of her hijab…accused of being racist as their ads only have Caucasian models…and only hired colored people to work in the back..not front…) – now… they don’t want guidos to wear their apparels.. oh boy….

  10. CHASE

    In all honesty, who still wears Abercrombie & Fitch? So outdated.

  11. sam

    I think its beyond funny how their stock fell after they did that!

  12. Christie

    It’s even funnier that Aeropostale asked Gary from Teen Mom to stop wearing their clothing……………They didn’t have his size anyway!

  13. Martin

    Vouch

  14. Refuse a free Ad by celebrity?Or “The Situation” itself is another Ad?

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