By Alexis Garrett Stodghill

What would you do if, thinking you are a hot commodity, one of your favorite labels put out a statement telling the world it hates being associated with you? This is the situation that “The Situation” is facing this morning. Millions are gaping and guffawing today at the news that Abercrombie & Fitch hates the reality star, who often wears the brand on the wildly popular series “Jersey Shore.” Unfortunately the ridiculous antics of The Situation that have brought him tons of fans are not seen so favorably by Abercrombie’s brand managers, who had this to say:

“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image,” a representative from A&F’s brand senses department wrote. “We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans. We have therefore offered a substantial payment to Michael ‘The Situation’ Sorrentino and the producers of MTV’s The Jersey Shore to have the character wear an alternate brand. We have also extended this offer to other members of the cast, and are urgently waiting a response.”

Newser also reports that other cast members of “Jersey Shore” have been offered tidy sums to stop wearing A&F. The Situation was singled out because he does so with the most frequency, often displaying the Abercrombie label on his briefs when famously flashing his abs.