Here’s a first. You’d think that a multi-million dollar company would want all the free advertising it could get their hands on but in an extraordinary move, Abercrombie & Fitch have sent a message to Jersey Shore’s bad boy Michael Sorrentino, aka The Situation, not to wear their clothes. Jersey Shore, an MTV reality show, has a had a phenomenal impact on viewing figures in the States and the UK and members of the cast enjoy a number of endorsement deals, but A&F are supposedly not happy with the raucous nature of the show. The ridiculously self titled ‘The Situation’, whose talent appears to be pulling up his t shirt to show off his abs, has been asked to stop wearing A& F merchandise. Ouch that’s gotta hurt!
The company, who originate from New Albany in Ohio released a statement Tuesday evening which was aptly titled “A Win-Win Situation,” stating a ‘deep concern’ over the association between Mr. Sorrentino and the brand. In it A&F offered Mr Sorrentino a substantial amount to stop wearing their merchandise, commenting, “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.” Apparently the offer has also been extended to other cast members and now the company is ‘urgently waiting a response’.
The extraordinary offer came about after a meeting in which one executive asked the question “Is no one going to ask about the Situation?” When it was revealed that he had been wearing the A&F clothing on a previous show it was decided that the offer to ‘pay not to play’ should be made. Jersey Shore frequently films scenes of drinking to excess, endless parties and fighting with arrests being made and a recent episode showed Mr Sorrentino in the streets of Florence wearing a neon green pair of A&F sweatpants.
It is not yet known whether he will accept A&F’s offer not to wear their merchandise and if he does, what would be an appropriate brand to substitute them for. Perhaps Marks and Spencer might be interested?