Abercrombie & Fitch, the store that once made a padded bra for seven-year-olds, apparently has some standards for who they think should be representing the brand. And The Situation is just not cutting it, even if Abercrombie & Sitch seems like the perfect fit.
Sitch, who frequently trounces about on-camera in A&F underwear (and, less frequently, sweatpants), is really putting a crimp in the brand's style. The retailer posted "A Win-Win Situation" proposal on their site yesterday, offering the following:
"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."
At an A&F quarterly earnings call this morning, Chief Executive Mike Jeffries recounted hearing the “terrible, terrible news” that The Situation had been seen wearing A&F clothes "loudly and proudly" in a recent Florence-set episode. And despite the fact that the whole thing is a gimmicky publicity joke (We’re having a lot of fun with it," said Jeffries), A&F could be at the forefront of a new trend in pay-to-not-play advertising. Who's next? Jon Gosselin, we're looking at you, buddy.