The Jerseys Shore's Mike "The Situation" Sorrentino is making the most out of a contrived Abercombie & Fitch diss. The Situation is suing the teany-bopper apparel company for their marketing stunt earlier in which they issued a statement saying that Sorrentino was too sleazy to wear the company's clothing. Feeling the burn three months later or reviving the attention (take your pick) Sorrentino's fighting back with his very own marketing play.
This whole thing started with a shameless publicity stunt. Over the summer A&F publicly dubbed itself a "very classy" clothing company and offered to pay the guido reality TV star not to wear its clothing. "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," the company explained in a press release. Nobody believed that.
The law suit against A&F isn't directly about the marketing stunt, instead claiming that Abercrombie & Fitch "significantly profited" over the "false affiliation" with the Jersey Shore for "GTL" and "Fituation" tees sold in 2010. (Irony!) The Situation wants $4,000,000 from the apparel company for using his tag-line. Of course, he didn't seem to mind when he talked up the shirt, as a symbol of his popularity, in New York last year. It all smells like made-up drama, but we guess that's what Sorrentino and Abercrombie do for a living.
This article is from the archive of our partner The Wire.