In a striking rebuke to the old adage that “There’s no such thing as bad publicity,” clothing brand Abercrombie & Fitch has officially announced that they will pay Mike Sorrentino — a.k.a. “The Situation,” aka “La Situazione,” aka “Mr. Circumstance” — and his castmates to stop wearing their clothes. According to the Wall Street Journal, no less a source than A&F Chief Executive Mike Jeffries told reporters that the company was concerned that the Jersey Shore stars’ preference for their clothing would be detrimental to the brand. It appears that there is concern that the all-important “high school douchebag” demographic might be put off by seeing A&F clothing being worn a guys old enough to be their funny bachelor uncles. Obviously, by making a public announcement about not wanting to be associated with the Situation and his pals, A&F has now inextricably associated themselves with the Situation and his pals. Given that The Situation has leveraged his celebrity into millions of dollars, one suspects he is already plotting an exciting new career of being paid to not do things. Ain’t capitalism grand?
UPDATE: Sorrentino tweeted a link on Wednesday to a story about Abercrombe and Fitch’s stock dropping 9 percent after the Jersey Shore announcement. “Looks like Abercrombie got themself into a Situation!” he wrote. Pauly D (Paul DelVecchio) also responded via Twitter, tweeting a photo of an Abercrombie G.T.L. shirt along with the message, “Hmmm if They Don’t Want Us To Wear Those Clothes Why Make GTL Shirts.”
UPDATE II: MTV has also responded, calling Abercrombie’s public stance a “clever PR stunt.”
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