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If you've been watching season four of the Jersey Shore on MTV—the season where the gang gets shipped off overseas to terrorize the long-suffering citizens of Florence, Italy—then you'll have noticed that Mike "The Situation" Sorrentino has been wearing a lot of very visibly-logo-ed Abercrombie & Fitch gear on air.
Looks like the folks at Abercrombie HQ have noticed too—and they want him to stop.
On Tuesday, Abercrombie & Fitch Co. released a statement expressing "deep concern" about Sorrentino wearing their clothing. According to the Wall Street Journal, "A&F offered up a 'substantial payment' to Mr. Sorrentino 'to wear an alternate brand.'" The statement reads:
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.What do you think? Should The Situation take Abercrombie up on its offer? The WSJ notes that A&F are "urgently waiting [sic] a response."
This is not the first time a Jersey Shore cast member has been embroiled in a brand-avoidance marketing strategy. Last year, an industry rumor emerged that luxury brands were sending Snooki their competitors' products in a brilliant counterbranding move.
· Abercrombie and Fitch Offers to Pay ‘The Situation’ To Stop Wearing Its Clothes [WSJ]
· Luxury brands send Snooki competitors' stuff [Racked]