Big brands are usually all for celebrity endorsements but Abercrombie & Fitch aren’t so pleased about this well known figure wearing their gear.

The fashion label is so put out by Jersey Shore cast member, Mike ‘The Situation’ Sorrentino, wearing its clothing that it has offered to pay him not to.

Sorrentino is frequently seen sporting A&F clothing and underwear on the red carpet and on the hit MTV show.

The fourth season of Jersey Shore took the mostly Italian-American cast to Italy and premiered this month on MTV.

The show has faced criticism for the regular fighting, drinking, swearing and hard partying ways of its cast members.

Abercrombie & Fitch said in a statement that Sorrentino’s association with the label could cause “significant damage to our image”.

It said it has offered Sorrentino a “substantial payment” to stop wearing its clothing.

The label said: “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.”