Teen clothing retailer Abercrombie & Fitch would rather not be associated with "Jersey Shore" star Mike "The Situation" Sorrentino. Ain't that a Fitch?
The retailer has offered to pay Sorrentino to stop wearing its clothes, it said in a statement released Tuesday.
"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 (sic) a response."
While this offer could possibly be a publicity stunt, it still seems to be an abrupt about-face for a company that previously sold T-shirts emblazoned with the wording "The Fitchuation." Wall Street analysts even made note of the offer in their notes on Wednesday.
In a report titled "Jersey abs not welcome here," Reuters reports a Nomura Securities analyst noted that on the latest episode, The Situation "proudly (and loudly) wore a pair of neon green A&F sweatpants." The analyst added, "No love for 'Jersey Shore'!"
The stock price for Abercrombie & Fitch (ANF) fell nearly 10% at one point on Wednesday and finished nearly 8% lower for the day.
Sorrentino tweeted, "Thanks #SituationNation for always having my back and you are the best fans in the world! I love you guys!"