Photo Credit: Denise Truscello/WireImage
The world may be entertained by the drunken macho antics of Mike "The Situation" Sorrentino on MTV's The Jersey Shore, but Abercrombie & Fitch is not amused. Last night, the popular retailer posted a message on their website proposing a "Win-Win Situation": They will pay "The Situation" to stop wearing their clothes.
"We are deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image," says the message from Abercrombie & Fitch. "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."
As Radar points out, the request comes as a bit of a backtrack for Abercrombie & Fitch, who only last year put out a T-shirt emblazoned with the phrase, "The Fitchuation."
It'll be interesting -- though admittedly amusing -- to see Abercrombie try to justify this reversal, especially since Sorrentino has shown the company nothing but love. In a New York magazine profile last year, The Situation even gave A&F a shout-out. "Every day I wake up and my popularity gets bigger and bigger. The show went international, and I read that it's very big overseas, especially 'The Situation' -- my name, or my character -- is known worldwide now," he said. "Abercrombie & Fitch, their most popular shirt, they told me, is 'Fitchuation.' I mean, where did they get that from? Obviously from myself."
The Situation has yet to respond to Abercrombie & Fitch's proposal of a "Win-Win Situation." But we hope they can resolve things amicably -- "The Gaptuation" just doesn't have the same ring to it.