Abercrombie & Fitch wants clothes off Jersey Shore

Wed Aug 17, 2011 7:24pm EDT
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By Roy Strom

NEW YORK (Reuters) - Teen clothing retailer Abercrombie & Fitch Co has offered money to get away from what it sees as an undesirable Situation.

The preppy retailer has offered to pay cast members from MTV's popular show "Jersey Shore" to stop wearing its clothes, it said in a news release late on Tuesday.

The company is "deeply concerned" that Michael "The Situation" Sorrentino "could cause significant damage" to the brand's "aspirational nature."

MTV, a unit of Viacom Inc, released a statement in response that called Abercrombie's offer "a clever PR stunt."

"We'd love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on television," the statement said.

"Jersey Shore" features a cast of twenty-something Italian Americans partying, tanning and complaining about their jobs at a beach-front T-shirt stand.

The offer could be considered an abrupt about-face for a company that previously sold T-shirts emblazoned with the wording "The Fitchuation," and "G.T.L." -- the show's common reference to a pre-party routine of "gym, tan lunch."

Abercrombie Chief Executive Officer Mike Jeffries was eager to broach the topic on a conference call with analysts.   Continued...

<p>The cast of "Jersey Shore" pose upon their arrival at the 2010 MTV Video Music Awards in Los Angeles, California, September 12, 2010. REUTERS/Lucy Nicholson</p>