Abercrombie & Fitch has offered to pay Jersey Shore star Mike “The Situation” Sorrentino to stop wearing its clothing.
In a reversal of the usual set-up, whereby brands pay celebrities to wear their clothes, teen retailer Abercrombie & Fitch has offered a “substantial payment” to The Situation in return for the Jersey Shore star hanging up his A&F sweatpants.
To be fair, the move seems more about humorous marketing by Abercrombie & Fitch than any serious attempt to stop The Situation dressing in its clothing.
Mike "The Situation" Sorrentino could be having a similarly devastating effect on Calvin Klein.
Abercrombie & Fitch, which promotes its clothing using sexy models shot in black and white, issued this statement last night:
"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 also extended this offer to other members of the cast, and are urgently awaiting a response."
Mike “The Situation” Sorrentino regularly pollutes the Abercrombie & Fitch brand on MTV’s Jersey Shore by pulling up his shirt to reveal a six-pack and the waistband of his A&F boxers.
Armani Exchange gets the "Situation" treatment.
The reality star got his nickname after proclaiming: “Everywhere I am there is a new situation.”
The forerunner of Geordie Shore, Jersey Shore follows the lives of six Italian Americans.
Similarly to the UK offering, the show features lots of drinking, sex and swearing.
Sorrentino may no longer be welcome to wear Abercrombie & Fitch, but the 29-year-old is unlikely to be crying for too long. He is reportedly the second highest paid reality star after Kim Kardashian.