Abercrombie & Fitch Does Not like Mike "The Situation" Sorrentino's" To Wear its Clthes
by Sofia M. Fernandez
![Mike]()
Ian Spanier/MTV
The retailer said in a statement, "We believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans."
Abercrombie & Fitch is not a fan of Mike "The Situation" Sorrentino's Jersey Shore style. In fact, the preppy retailer is so opposed to his look, that it has proposed to pay him not to wear its clothes.
The company said Tuesday in its "Abercrombie & Fitch Proposes a Win-Win Situation" press release, "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."
The release comes from the company's Brand Senses Department.
Sorrentino regularly sports Abercrombie & Fitch apparel, including underwear that can been seen under his pants or shorts when he lifts his shirt or goes shirtless. He also took a pair of neon green Abercrombie & Fitch sweatpants with him to Italy, as evinced in a recent episode, notes The Wall Street Journal.
But despite its move to disassociate itself from the MTV show, Abercrombie & Fitch had, in fact, capitalized on the series' popularity by releasing a "Fitchuation" t-shirt last year. Sorrentino told New York Magazine, '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."
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