Stand By Your Sheen
Charlie Sheen not wearing DaVinci of California. Photo credit Wikimedia Commons.
A juicy celebrity scandal often gives companies the chance to ditch the celebrities who endorse their products. If you have not heard, actor Charlie Sheen has been bouncing from scandal to scandal recently. But that won’t get in the way of his endorsement deal with Los Angeles-based Defiance USA.
Since 2009, Sheen has been the face of the Charlie Sheen Signature Series of Da Vinci of California. If you watched the hit sitcom Two And A Half Men, you've seen the shirt. It's the 1950s style casual top Sheen wears as he plays the show's charming cad, who also happens to be named Charlie. Christopher Wicks, Defiance USA’s chief executive, said he hopes Sheen will become more involved with the design of Da Vinci.
“It’s easy to abandon somebody in their hour of need,” Wicks said. And it would be a bad idea ethically, and it would be bad for business to cut off Sheen, according to Wicks.
Defiance USA has handled the 59-year-old Da Vinci line since 1996. When Sheen gave the line his endorsement in 2009, sales spiked. Charlie Sheen Signature Series has experienced steady growth, although Wicks declined to state what the line’s sales were. Sales have not dropped since Sheen’s problems became the hot celebrity news, Wicks contended.
Wicks hoped the beleaguered actor would pick out designs and consult on colors for an upcoming season.
Charlie Sheen wearing Charlie Sheen Signature Series of DaVinci of California.
