What happens when one of today’s most controversial clothing companies takes on a star from one of the most controversial television shows on the air? A situation. And that is exactly what Mike ‘The Situation’ Sorrentino has found himself in with Abercrombie & Fitch. Abercrombie is not new to making headlines, except this one comes as a shock since the clothing company is not on the defense for what seems like the first time.
Mike Sorrentino of Jersey Shore fame is commonly spotted on the streets and on camera wearing Abercrombie clothes, and what would seem like a match made in heaven has actually become quite the opposite for A&F. A rep for the company commented that they are “…deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image.” It is hard to take a statement like this seriously from anyone associated with a company that parades shirtless male models aro
und stores, sells thongs to pre-teen girls and had a line of T-shirts sporting what Asian-Americans believe are racial slurs against them, yet someone at A&F thought that being associated with the Jersey Shore phenomenon was bad PR.
I admittedly have caught quite a few episodes of Jersey Shore and can see where a brand such as The Limited might not want to be associated with the likes of Snooki or JWOWW, but I cannot imagine a better spokesperson for Abercrombie than ‘The Situation’. Apparently MTV feels the same and stated that they believe “it’s a clever PR stunt and we’d love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on television.”
So put away your guns Abercrombie, taking on the Jersey Shore itself was dumb enough, but with the MTV empire backing ‘The Situation’ you have no chance. Instead, take the cash you were willing to pay ‘The Situation’ to stop wearing your brand and start cranking out more Jersey Shore inspired T-shirts!