Please stop wearing out clothes! In a nutshell this is what Abercrombie & Fitch is asking Mike 'The Situation' Sorrentino specifically and the rest of the cast of The Jersey Shore.
Tuesday, August 16, 2011 Abercrombie & Fitch released the following statement:
"We 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."
In fact, Abercrombie is so serious about this request that, according to the Associated Press, a substantial monetary offer was extended to make this happen. While this is by large a fashion style and beauty blog I do have to give the retailer props for wanting to protect its brand identity and image. As a fashion designer I know the importance of protecting this image. Fashion houses have had to fire head designers in order to protect their brand image, so it is feasible to not want a particular personality to wear your clothing. However, not everyone has this perspective on the situation. I am sure some will find Abercrombie's request and offer offensive. However, I see this as a win-win for both parties. This puts The Situation and Jersey in more conversations while helping Abercrombie maintain the client base it has held for years.
What do you think? Do you find Abercrombie's request offensive or do you think it was a smart move for them to want to protect their brand image?