Clothing companies often pay celebrities to show off their brands, but Abercrombie and Fitch made waves recently when it did the exact opposite. The popular retailer asked Jersey Shore star Mike "The Situation" Sorrentino not to wear any of their product, and if he did so they would offer him a "substantial payment."
Though he was silent in the immediate aftermath, The Situation could not stay quiet for long. According to Access Hollywood, the former Dancing With the Stars contestant took to Twitter to call out the store.
"Looks like Abercrombie got themself into a Situation!" he tweeted, along with a link to a story about how their stocks had dropped nine percent since making the proposal. Abercrombie claims that The Situation (as well as his other Jersey Shore castmates) wearing their clothes could damage the brand's "aspirational nature."
The proposal seems to run counter to Abercrombie's actions in the past, however. Since Sorrentino is often seen sporting their clothes, they have regularly captilized on the exposure he gives them, even selling a shirt with the words "The Fitchuation" on the front. The company also sells a shirt with the casts popular "GTL (Gym, Tan, Laundry)" mantra.
MTV, which airs Jersey Shore, has weighed in on the topic as well. The network's Lisa Chudnofsky wrote an open rebuttal to the retailer, and she certainly did not mince words.
"There are plenty of neon sweatpants in the sea of franchised fashion, so we encourage him to take the money. And donate it all to Ed Hardy," she wrote.
It is also a curious move by Abercrombie given that the company has often been mired in controversy, whether it be over the sexualization of its young models or allegations of discrimination against minority workers.