Whatever happened to the adage any publicity is good publicity?
US clothing brand Abercrombie and Fitch has offered to pay the rowdy, hard-partying cast of MTV reality show The Jersey Shore NOT to wear its clothes. The company said their association with the clothing was "contrary to the aspirational nature of our brand". It singled out Mike "The Situation" Sorrentino, saying he could cause "significant damage to our image". The show portrays the loud, hedonistic, mostly Italian-American cast carousing in the US state of New Jersey.
The company describes its Abercrombie and Fitch brand as "rooted in East Coast traditions and Ivy League heritage" and "the essence of privilege and casual luxury". The company said in a statement it had offered "a substantial payment" to Mr Sorrentino and the television show's producers to have Mr Sorrentino wear another clothing brand. It has also extended the offer to the other cast members, and was "urgently" awaiting a response.