Abercrombie & Fitch to pay The Situation to stop wearing Abercrombie & Fitch

What does it say when a company that created, marketed and sold push-up bikinis to preteen girls wants nothing to do with you? Plenty.

International image-poisoning clothing company Abercrombie & Fitch announced in a half-hearted, perhaps, but most certainly public statement, it would like Mike "The Situation" Sorrentino, of MTV's reality show The Jersey Shore, to stop wearing its brand. The reverse-marketing proposal is aimed at protecting A&F's already dubious image.

"We are deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image.  We..believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans."

Abercrombie & Fitch either has a wonderful sense of humor, or irony. A&F surely understands the kids that constitute the majority of the MTV audience are the same easily influenced non-individuals gobbling up their slut-jeans and overpriced t-shirts. Not sure what Mr. Sorrentino can do to distress an Abercrombie & Fitch customer that they haven't done already. And as to the aspirational nature of their brand, surely the piles of naked A&F models aspire to rid the world of war and bronchitis.

Abercrombie & Fitch has done for individuality and adolescent self-esteem what the new season of The Jersey Shore is doing for international relations.  For a clothing company, its unrealistically physiqued models do not suffer from an excess of clothes. Still selling a padded bikini for seven-year-old girls, though no longer marketed as a push-up top, A&F has little room to point its condescending finger.

The Situation may exhibit some questionable social habits, but the women to whom he offers his sweaty, orange-skinned affection are at or above the age of consent. The same cannot be said for the Abercrombie & Fitch catalog.

In a related story, a prolific, but socially-sensitive German automaker has asked strippers to stop driving BMWs.

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