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Abercrombie & Fitch to the Situation: Stop Wearing Our Brand

Looks like Abercrombie got themself into a Situation!

Jersey Shore’s Mike “The Situation” Sorrentino couldn’t have said (or tweeted) it better.

Abercrombie and Fitch made headlines earlier this week when the preppy teen-targeted retailer offered a substantial amount of money to the Situation and his co-stars on Jersey Shore to stop wearing their brand name apparel on the MTV show. But A&F felt a pop culture power punch to their finances following the incident. According to CNN Money, the stock price for Abercrombie & Fitch (ANF) fell 9 percent on Wednesday and finished nearly 8 percent lower for the day. It was the first trading session after they released their “dissing” statement to Jersey Shore.

In a press release titled, “A Win-Win Situation,” Abercrombie & Fitch expressed concern on Tuesday over its brand image as a result of the connection.

“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image,” the statement reads. “We understand that the show is for entertainment purposes but believe this association is contrary to the aspiration 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 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 awaiting a response.”

But MTV is firing back at the clothing company.

“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,” an MTV spokesperson said in a statement.

The homeboys from Jersey Shore aren’t holding back any punches either.

“#lasttimeiworeabercrombie I still hadn’t discovered masturbation,” Vinny Guadagnino tweeted Wednesday, following up with another tweet, “#lasttimeIworeabercrombie there were still stores in NY to buy it at.”

“Looks like Abercrombie got themself into a Situation,” tweeted the Situation himself, referring to breaking news about A&F stock dive on Wall Street.

DJ Pauly D posted tweet, saying, “Hmmm if They Don’t Want Us To Wear Those Clothes Why Make GTL Shirts ” with a link to the aforementioned graphic tees.

He has a good point.

While Jersey Shore has been blasted for promoting trashy behavior, Italian-American stereotypes, casual sex and partying since it premiered four seasons ago, A&F is extremely hypocritical to capitalize off the pop culture success of the show and is certainly no stranger to controversy as a company itself.

Last summer, A&F mass-produced several graphic tees humorously referencing Jersey Shore. Included in the line-up was one inspired by the Situation himself, the “Fitchuation” shirt.

“Abercrombie & Fitch, their most popular shirt, they told me, is ‘Fitchuation,'” Sorrentino told New York last summer. “I mean, where did they get that from? Obviously from myself.”

So who are you collegiettes™ siding with on this publicity controversy? A&F or the Situation? Let us know in the comments box!

Alexandra is a graduate from the University of New Hampshire and the current Assistant Digital Editor at Martha Stewart Living. As a journalism student, she worked as the Director of UNH’s Student Press Organization (SPO) and on staff for four student publications on her campus. In the summer of 2010, she studied abroad at Gonville and Caius College, Cambridge University, in England, where she drank afternoon tea and rode the Tube (but sadly no, she did not meet Prince Harry). Since beginning her career, her written work has appeared in USA Today College, Huffington Post, Northshore, and MarthaStewart.com, among others. When not in the office, she can be found perusing travel magazines to plan her next trip, walking her two dogs (both named Rocky), or practicing ballet. Chat with her on Twitter @allie_churchill.
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