On a recent "Jersey Shore" episode, "The Sitch" showed off some green Abercrombie & Fitch sweat pants.
That didn't sit well with Abercrombie's CEO, who felt Sorrentino could cause significant damage to their image, so he offered to pay a "substantial fee."
But the brand has capitalized on the show's popularity in the past. One shirt they sold said "The Fitchuation," while another said "GTL," the crew's signature acronym for gym, tan, laundry.
That prompted cast member Pauly D to tweet on Wednesday: "Hmmm if They Don't Want Us To Wear Those Clothes Why Make GTL Shirts #yourPRsux."
The label didn't fare well with Wall Street either. Abercrombie & Fitch's stock price dropped nearly 9 percent on Wednesday.
Sorrentino took notice, tweeting, "Looks like Abercrombie got themself into a Situation!"