They said/We said: We weigh in on Abercrombie & Fitch paying The Situation to stop wearing their clothes. And then we laugh

Remember when Abercrombie & Fitch was selling graphic tees that read “The Fitchuation”? Well, apparently, neither do they. In fact, they have recently offered pay Jersey Shore’s Mike “The Situation” Sorrentino to stop wearing their clothes. Seriously.

The official statement voiced the company’s concern that by wearing A&F clothing, Sitch was undeniably hurting their image. They even went as far as saying that this association with the label is contrary to the nature of their brand. We don’t understand how they forgot about every single shirtless-boy-in-jeans-with-an-eight-pack ad campaign they’ve ever released. The best part? The statement was titled “A Win-Win Situation.”

We understand the concern of being associated with Jersey Shoreesque behaviour, but there’s something fishy about A&F’s request. It came just in time for the company to report a 64.4 per cent rise in second-quarter net income during their quarterly earnings call this morning. It sure doesn’t seem like the Sitch is actually that bad for business!


Derek Blasberg: “Abercrombie & Fitch is paying The Situation to NOT wear any of their clothing ever again. Now, that’s just good business.” [Twitter]

The Cut: “Oh Abercrombie is loving this, especially since every blog from here to Mars won’t be able to resist running that press release today. But this is surely not the last time they’ll capitalize on the exposure.” [The Cut]

Styleite: “When the Sitch is filmed going out, drinking alcohol like it’s Aquafina and more or less ruining perfectly good hot tubs, we find that distressing, and the last thing we want is to look like him. What we find even more distressing, however, is a clothing company whose success is built upon countless acts of bigotry and a corporate culture that promotes promiscuity, half nakedness and wearing flip flops in the snow. But that’s just us.” [Styleite]

Fashionista: “Apparently, the teen aspirational brand is not a fan of the Situation‘s drunken escapades and creepy hook-up tactics…In other news, the Jersey Shore cast continue to down vodka shots, fist pump maniacally, stumble around drunk and laugh all the way to the bank.” [Fashionista]


Randi Bergman, online editor: “Why don’t they take that money and convince Josh Schwartz to bring The O.C. back. That should level things out quite nicely.”