In an odd celebrity non-endorsement deal, Abercrombie & Fitch wants Jersey Shore star ‘The Situation’ (also known as Mike Sorrentino) to stop wearing its clothes. It’s a surprising request by a company that has repeatedly crossed the lines of good taste with very young models in compromising positions.
The edgy, controversial clothing company is apparently concerned that the Jersey Shore star is damaging its brand with his idiotic behavior.
(Photo by MTV)
Abercrombie & Fitch said in a statement, "We are deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image. 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.”
Abercrombie & Fitch says it offered ‘The Situation’ a “substantial payment" to wear other brands of clothing. The company reportedly made the same odd offer to the rest of the wacky reality show cast.
There was no response from 'The Situation' yet, but Abercrombie & Fitch said it is "urgently" awaiting a response. Despite theconcern, the company didn't object to the free press that 'The Situation' gave it last year when the Jersey Shore was at the height of its popularity.
In an interview with New York Magazine last summer, ‘The Situation’ claimed he was helping Abercrombie & Fitch’s sales: "The show went international, and I read that it's very big overseas, especially 'The Situation,' my name or my character, is known worldwide now. Abercrombie & Fitch, their most popular shirt, they told me, is 'Fitchuation.' I mean, where did they get that from? Obviously from myself."
The Jersey Shore is currently in its fourth season and is being shot in Florence, Italy. It's premiere on August 4 episode set a ratings record for MTV with 8.8 million viewers.