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Situation Abercrombie

November 16, 2011 by staff 

Situation Abercrombie, “Jersey Shore” star Mike “The Situation” Sorrentino is suing Abercrombie & Fitch (A&F), claiming the American teen apparel retailer has profited from a false affiliation with him.

The lawsuit, filed in a Florida court Tuesday, stems from a feud that erupted in August when A&F said it would offer “substantial payment” to Sorrentino “to wear an alternate brand.”

In the lawsuit, Sorrentino claims that the New Albany, Ohio-based the firm “significantly profited” from its “false affiliation” with him and it wrongly used his “name, image and likeness.”

Sorrentino was apparently unimpressed with two T-shirts designed by A&F with the phrases, “The Fitchuation” and “GTL … You Know The Deal,” as he already markets his own “The Situation” and “GTL” branded products — including T-shirts — on his official website.

GTL, a phrase commonly used on “Jersey Shore,” stands for “gym, tan, laundry.”

Sorrentino is well known on the show for lifting up his shirt to reveal his abs — and often flashes the A&F logo on the waistband of his underwear.

In what MTV, which airs “Jersey Shore,” described as a “clever PR stunt,” A&F had expressed its “deep concern” that “this association is contrary to the aspirational nature of our brand.”

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