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Abercrombie & Fitch Attempts to Separate Themselves from the Shore

Abercrombie & Fitch is one brand that is no stranger to controversy. The over-priced preppy brand has been accused in the past of only using Caucasian models in their catalogs and at one time even manufactured a shirt that was thought to be derogatory toward the Asian race. So now after all this, they want to salvage their reputation. Why? Because MTV’s hit TV show The Jersey Shore star Mike “The Situation” Sorrentino has been seen wearing their apparel. Theoretically, they should be glad that someone this mainstream is seen in the public eye wearing their clothing and helping to promote their brand. Instead, they feel that because of his tacky attitude and behavior, they will be thought of negatively and that this will in turn hurt their profits. The popular mall brand is even going far enough to pay “The Situation” to NOT wear their clothing. In a statement issued by A&F they stated that they “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.” Given the nature of what goes on on The Jersey Shore, it’s understandable why they want their brand as far away from this show as possible. However, going as far as paying someone to not wear their brand may be going a little too far.

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