This may be the first time in history that a brand refused free advertising on one of the most watched television shows ever. It sounds crazy, but in what Abercrombie and Fitch calls a “win-win situation,” the brand will pay Mike “The Situation” Sorrentino of “Jersey Shore” to stop wearing their clothing. Yes, that’s right, they are paying him not to wear their brand.
The popular clothing brand put out a statement on Tuesday stating they have a “deep concern” about Sorrentino wearing their brand. And he always wears the brand.
In fact, the show is pretty much just a montage of “The Sitch” flashing his abs beneath his A&F t-shirt, which then shows off his A&F boxers, then the camera slides down his A&F Sweatpants.
“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 said.
The brand is no stranger to controversy, however, so this seems a little odd. Abercrombie and Fitch released a line of thong underwear for girls in 2002 featuring phrases like “eye candy” and “wink wink,” according to abcnews.go.com. The brand has settled multiple lawsuits over allegations of discrimination, and routinely features scantily clad models in their campaigns.
Don’t those things pale in comparison to “The Situation?”
The only comment Sorrentino posted on Twitter was “Looks like Abercrombie got themself into a situation!”