Mike Sorrentino (Danny Moloshok/Reuters)

Mike Sorrentino, better known as the uber-tanned Situation from “Jersey Shore,” is suing the clothing company for, he claims, profiting from a pretty embarrassing publicity stunt.

A&F released a news statement this August offering to pay the reality star to stop wearing its clothing, claiming his “association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans.”

But The Sitch alleges this offer never happened and was simply a publicity stunt to “create brand awareness” and sell shirts that infringed on his trademarked terms, Reuters reported. The company sold shirts with the slogans “The Fitchuation” and “GTL ... You Know The Deal.”

Sorrentino is suing for $4 million, according to TMZ.

The suit was filed by Sorrentino and his company MPS Entertainment in Florida on Tuesday, according to online records. Abercrombie & Fitch has not responded to the suit.