Abercrombie & Fitch has offered to pay Jersey Shore's Michael 'The Situation' Sorrentino not to wear its garments.

The clothing brand is "deeply concerned" that the 29-year-old reality TV star has been "causing significant damage" to the retailer's image by wearing its items and is worried his connection with the fashion line could be "distressing" to its fans.

The company explained in a statement: "We are deeply concerned that Mr Sorrentino's association with our brand could cause significant damage to our image.

"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."

Abercrombie & Fitch also revealed it had offered a "substantial payment" deal to other Jersey Shore stars.

The statement continued: "We have also extended this offer to other members of the cast, and are urgently waiting a response."

The Situation - who is often seen onscreen wearing garments designed by the clothing retailer - is well known on the show, which focuses on a group of hard partying Italian-Americans in New Jersey, for his fake tan, washboard stomach and intensive grooming regime.