In an effort to protect its brand (or so they claim), Abercrombie & Fitch issued a statement requesting Michael "The Situation" Sorrentino to stop wearing its clothes on the Jersey Shore reality TV show. Here's what the firm had to say:
“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.”
This move seems more like another marketing ploy than a serious gesture. After all, the clothier once tried to capitalize on the Jersey Shore fame by selling a "Fitchuation" t-shirt last year. What do you guys think of the retailer's latest controversial move?