Abercrombie & Fitch Wants to Ditch the Sitch

August 19th, 2011 9:00 am


Clothing company Abercrombie & Fitch apparently wants to pay Mike “The Situation” Sorrentino from the hit MTV reality show The Jersey Shore big bucks not to wear their clothing anymore.

A&F have decided that “The Sitch” is damaging to their reputation as a brand “rooted in East Coast traditions and Ivy League heritage” and “the essence of privilege and casual luxury”. A&F also sells clothing under the surfing-themed brand Hollister and the Australian-themed underwear brand Gilly Hicks.

Mike "The Situation" Sorrentino

The Jersey Shore has wrapped up its fourth season and depicts a loud, mostly Italian-American cast partying in the state of New Jersey in the US.

The official statement released by A&F reads: “[We] 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.”

Apparently, it wasn’t so long ago that A&F were happily selling “The Fitchuation” t-shirts. Go figure.

Meanwhile, porn king Larry Flynt has apparently offered “The Situation” money to wear his XXX brand of clothing so that “he can stay well dressed.”

When Life closes a door…

The cast of The Jersey Shore

What do you think about the offer from Abercrombie & Fitch? Is it rude? Classist? Is there such a thing as bad publicity?


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© Anne Kroul, 2013.