Brand Battles

You know, it's undeniable. Whether we love them, hate them, love to hate them or hate to love them, the Jersey Shore cast seems like it is a part of our everyday media circus and, thus, our lives. Now, it's delving into something else in our lives—the clothes we wear.

I'm sure you've heard about the Abercrombie & Fitch situation with "The Situation." Apparently he doesn't seem to exhibit the proper decorum that Abercrombie & Fitch would like associated with their brand. If you haven't heard, the company wants to pay a substantial amount of money to Mike "The Situation" Sorrentino and other members of the MTV cast to refrain from wearing anything made by the popular retailer.

Abercrombie released this 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."

Is it really that bad for a 27-year-old to wear his t-shirts too tight while clubbing? A&F may need to worry more about their reputation for racial and gender discrimination. After thousands of plaintiffs charged them with valid claims, you'd think that would be the main concern. Really, it seems a little contradictory. Now they have created a new department within their corporate headquarters specifically for creating diversity within the workplace to try to repair it.

On the other hand, they could be making an effort to seem more high-class, regardless of the half-naked men (and sometimes women) on their advertising. I'm all for someone turning their image around to a better future, but this seems a little silly.

Could this simply be a publicity stunt fueled by MTV and Abercrombie? I guess we won't know until the cast responds to the offer—maybe not even then.

But really, is it going to make a difference?

Abercrombie will still sell clothes. Mike Sorrentino will still buy them. And somewhere in the world, someone is fist-pumping in their A&F gear regardless of this "Fitchuation."

What do you think? Does the association between the Jersey Shore cast members and Abercrombie & Fitch affect your view on the company? If a brand you wore went through something like this, would it matter to you?