Brand Degradation

Heh. This looks familiar:


Mike "the Situation" Sorrentino may have to find some new attire for his "gym, tan, laundry" routine. On Tuesday, clothing retailer Abercrombie & Fitch (ANF) said it would offer "substantial payment" to MTV's The Jersey Shore's cast members to stop wearing the brand on air. 

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," an Abercrombie & Fitch spokesperson said in a statement. "We have also extended this offer to other members of the cast, and are urgently waiting a response."

It's an interesting class conflict. These guys create an aspirational brand, and people who are "aspiring"--in all kinds of ways--flock to it. I remember Big talking about how he shouted out clothing labels that he couldn't even fit. It was like Gucci had been too successful.

Don't know if we have any fashion heads in the house, but I'd be interested to get some perspective on this.
Presented by

Ta-Nehisi Coates is a national correspondent at The Atlantic, where he writes about culture, politics, and social issues. He is the author of the memoir The Beautiful Struggle.

How to Cook Spaghetti Squash (and Why)

Cooking for yourself is one of the surest ways to eat well. Bestselling author Mark Bittman teaches James Hamblin the recipe that everyone is Googling.

Join the Discussion

After you comment, click Post. If you’re not already logged in you will be asked to log in or register.

blog comments powered by Disqus

Video

How to Cook Spaghetti Squash (and Why)

Cooking for yourself is one of the surest ways to eat well.

Video

Before Tinder, a Tree

Looking for your soulmate? Write a letter to the "Bridegroom's Oak" in Germany.

Video

The Health Benefits of Going Outside

People spend too much time indoors. One solution: ecotherapy.

Video

Where High Tech Meets the 1950s

Why did Green Bank, West Virginia, ban wireless signals? For science.

Video

Yes, Quidditch Is Real

How J.K. Rowling's magical sport spread from Hogwarts to college campuses

Video

Would You Live in a Treehouse?

A treehouse can be an ideal office space, vacation rental, and way of reconnecting with your youth.

More in Entertainment

From This Author

Just In