Abercrombie & Fitch used to sell "The Fitchuation" T-shirts but now wants to pay The Situation to NOT wear their brand?

the_situationI am sure you have heard by now that clothing company Abercrombie and Fitch is “deeply concerned” that Mike “The Situation” Sorrentino is damaging their image.  So much so that they have decided to offer The Sitch, and other cast members, money to not wear their clothing.  This is interesting because, according to him,  they have yet to actually contact Mike, only the media.  Smells like a publicity stunt, right?

“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 waiting a response.”

This is the same company that makes padded bikini tops for 8 year old girls.  This is also the same company that had to settle lawsuits which involved allegations of discrimination against Asian, African-American and female employees.  But somehow, the Situation is “contrary to the aspirational nature” of the brand.  If that’s the case, then they shouldn’t allow any of their employees or PR people to wear the brand either on account of them being morons.

the-fituationThe biggest question might be why A&F has pulled a switcheration…see what I did there?  Last Summer they had no problem raking in the green stuff from a tee reading “The Fitchuation”.  Clearly, they were hopping on board the Sitch Train and making a buck off of his brand.  Now, a year later, they decide that he is bad press (no such thing) for the company.

News of A&F’s request caused the company’s stock to fall 9% and it feels like a matter of time before we get a “that’s not really what we meant” press release.  If they were smart they would shut their mouths and enjoy the free press.  Jersey Shore destroys ratings and no matter how much they think the cast might tarnish their brand, there is no dollar amount they can put on the advertising they are getting for FREE.

I’m not a huge fan of The Sitch but if I were him, I would tell A&F two things.  First, they need to pay him royalities for using his likeness to sell t-shirts.  Second, THEY should have to pay HIM to wear their shitty, over priced clothing.

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