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  • Abercrombie & Fitch Offers "Jersey Shore" Star The Situation Money to Stop Wearing Their Clothes

    Thu, 18 Aug 2011 14:37:59

    Abercrombie & Fitch Offers "Jersey Shore" Star The Situation Money to Stop Wearing Their Clothes - They fear an association with "Jersey Shore" could damage the brand

    Normally, apparel companies sends loads of free clothes to celebrities to help brand their items and have the clothing seen in public and associated with an A-lister, thus causing sales to increase. In the curious case of Abercrombie & Fitch and Mike "The Situation" Sorrentino of Jersey Shore, the basics brand is offering to pay the Sitch to stop wearing their clothes, instead of the other way around!

    The company's brand senses department posted a statement on its website on Tuesday, which read as follows: "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. 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."

    That's quite a "fitchuation," isn't it? If A&F is offering a lump sum to get the Sitch to ditch their clothes off his back, they must seriously fear his association is damaging to the brand. Damn!

    Team Abercrombie & Fitch or The Sitch?

    —Amy Sciarretto
    08.18.11



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