US clothing brand Abercrombie and Fitch have been mocked by both MTV and Mike Sorrentino, aka The Situation, after they offered Sorrentino money to stop wearing their clothes. However, since making the offer, Abercrombie and Fitch’s stock has dropped 9%.
Abercrombie and Fitch released a statement saying, "We are deeply concerned that Mr Sorrentino's association with our brand could cause significant damage to our image." It continued, "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."
However, The Situation learned of the company’s stock dive and responded via his official Twitter page. He wrote, "Looks like Abercrombie got themselves into a Situation!" He then added, "Thanks #SituationNation for always having my back and you are the best fans in the world! I love you guys!"
Never to miss an opportunity to get involved in some free publicity, MTV also mocked the Abercrombie and Fitch situation. A spokesperson for the network quipped, "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.” It will be interesting to see if Abercrombie and Fitch continue to sell their The Fitchuation t-shirts.