Earlier this year, Abercrombie & Fitch showcased something they'd never showcased before: a sense of humour.
Previously associated with frat boys and unfriendly staff, the clothing label announced that they would pay Jersey Shore "star" Mike "The Situation" Sorrentino to stop wearing their clothes.
As a delayed form of revenge, The Situation is now suing them, claiming they have infringed "the GTL and The Situation trademarks". For those who haven't endured the MTV show, GTL refers to "gym, tan, laundry", which any self-respecting guido will know are the three most important daytime activities. You don't want to know the night-time equivalent.
Abercrombie have been selling t-shirts with "The Fitchuation" and "GTL...You Know The Deal" printed on them, despite publicly lambasting the guy. He's now asking for $4 million in damages.
Is it okay if we side with no-one?
(Image: Rex Features)