Mike “The Situation” Sorrentino is taking Abercrombie & Fitch to the cleaners. This shouldn’t come as a massive surprise to them as he had already sent over a cease-and-desist letter for selling T-shirts emblazoned with versions of his own catch phrases, “The Fitchuation,” “GTL … You Know the Deal” andÂ “GTL Fitch.” Yes, he’s actually got a legal copyright, or so he claims, on those words.
Not that the company listened. They probably thought he was bluffing. Boy, were they wrong. The Sitch filed a suit in a Florida federal court on Tuesday, claiming that A&F needs to pay up for violation of trademark. According to him, they need to cough upÂ $1 million in royalties and $3 million in damages.Â The papers state, “As a result of [Abercrombie's] publicity campaign, [the retailer] profited off of the use of a false affiliation with Sorrentino and it has wrongly used Sorrentino’s name, image and likeness for advertising purposes in violation of applicable law.”
This isn’t the first time Mike and Abercrombie & Fitch have got into a tussle. Back in August, they actually issued a statement asking the Jersey Shore star to stop wearing their brand. They felt that he wasn’t portraying their kind of image saying, “We believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans.” Unfortunately, their sales fell majorly after this little incident, which could have been pure coincidence. But we’re still confused. Why dis the Sitch and then use his shtick to sell the very clothing you asked him not to wear?