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”.

It 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.

If this proves successful, aspirational looters from Peckham to Birmingham will be paid – not by the tax payer – but by Nike, Addidas and Blackberry, not to slouch around outside MacDonalds delivering negative brand association…perhaps councils will hand out free tents to persuade looters not to deliver same negative brand association to council house tenants?

I could solve a lot of problems with this theory……

Sok DrawAugust 18, 2011 at 09:59

I have been wearing my A+F combat shorts for over a week and they are the
best . I found them in a bin. My girlfriend hates them as she attempted to
replace them with Primark.
The Primark ones ripped and I put them in the
bin.
Might go and see her later

Psychonaut99
August 18, 2011 at 02:16

I think, technically, it would probably have to be sponsorship from
counterfeit-branded-sportswear manufacturers in the case of quite a few of the
looters. They could raise the money by docking their workers wages for a
month. That should create funds of about £20 or so.

Wandering vaguely towards the edge of curiosity, do other people call this
man “The Situation” or does he simply refer to himself as such? Why would
anyone…ah, no, forget it. I’ve lost interest before I’ve even finished the
question.

SadButMadLad
August 17, 2011 at 22:56

So Adidas want a convicted felon (Snoop Dogg) as their brand image promoter
whilst CocaCola want their celebrities to be whiter than white. It’s all too
confusing.

Dick
PuddlecoteAugust 17, 2011 at 22:27

I often wondered how Burbery’s stock was damaged by the early 21st Century
culture. But then I looked at the ‘classy’ people they sell to these days and
realised I was just being stupid.

ChâtelaineAugust 17, 2011 at 22:01

You are a problem solver pure sang, Anna.

BTW I’ve never worn nor will I every wear clothing with the brand in big
letters on the outside … unless they pay me for it
ETA
I [only once] made an exception for a young German designer, so that everyone
who liked my ensembles [well, OK make that 3 times] knew what to go for

EngineerAugust 17, 2011 at 20:58

I wonder how much Saville Row tailors will pay me not to wear their
suits?

Oh well, back to reality….

macheathAugust
17, 2011 at 22:09

I think we’d be better off targetting Abercrombie & Fitch – with
their desire to be identified with gilded youthful perfection, they would
probably be quite upset if those of more mature years adopted the label.

Is it better, I wonder, to not wear Savile Row or Abercrombie
& Fitch.