US fashion brand offers to pay controversial reality star not to wear its clothes, fearing 'significant damage' to its image

This article is more than 9 years old

This article is more than 9 years old

Fashion retailer Abercrombie & Fitch is reversing the normal rules of product endorsement by offering a "substantial" sum to Michael Sorrentino – AKA The Situation from MTV's Jersey Shore – not to wear its clothes.

The reality show's cast of "loud, foul-mouthed, hyper-groomed, spray-tanned, sex-obssessed" Italian-Americans have proved both a controversial ratings hit.

However, Abercrombie & Fitch has decided Jersey Shore's cocktail of sex, alcohol, bragging and bad behaviour is harming its "aspirational" brand image and "may be distressing to many of our fans".

Since launching in 2009 the MTV reality show – which recently spawned a UK version called Geordie Shore – has courted more than its fair share of controversy.

While several of the eight-strong cast have cashed in on endorsements - notably weight loss supplements, alcohol and tanning products – A&F would like Sorrentino, one of the most popular characters on the show, to switch to an "alternate brand".

Sorrentino – who goes by the nickname The Situation because, in his words, "everywhere I am there is a new situation" – is known for showing off his "six-pack" and flashing the A&F logo on his underwear.

Abercrombie & Fitch said that while it understood that Jersey Shore is an entertainment show it believed that its customers may be deterred from buying A&F clothing as a result of the negative brand association.

An A&F spokesman said: "We are deeply concerned that Mr Sorrentino's association with our brand could cause significant damage to our image. We have therefore offered a substantial payment to Michael 'The Situation' Sorrentino and the producers of MTV's 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."

It is not hard to see why A&F might want to distance itself from Sorrentino. He and his three male castmates introduced viewers to lifestyle habits they follow with religious conviction – such as "GTL", the daily routine of gym, tanning, laundry – and derogatory terms such as "grenade", to refer to an unattractive woman.

"I always meet hot girls, most of the time I give them a 'Situation' when we're done clubbing," he has bragged in the past.

Sorrentino has also published a book called Here's the Situation: A Guide to Creeping on Chicks, Avoiding Grenades, and Getting in Your GTL on the Jersey Shore and a fitness DVD called The Situation Workout.

Jersey Shore has been a huge hit for MTV, with the debut episode of the fourth season, set in Florence, attracting 8.8 million viewers earlier this month – breaking the cable channel's record for most-watched premiere episode.

Last week's episode attracted 7.4 million viewers, making it the most popular programme of the night on any channel – including the broadcast networks, which is rare for a cable show.

It was reported that the mayor of Florence, Matteo Renzi, placed a series of restrictions on MTV including not filming the cast members drinking in public.

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