In strange trademark dispute news, The North Face Apparel Corp. has sued the creators of The South Butt, a clothing line created by a University of Missouri freshman to parody the popular North Face line of outerwear and outdoor products. According to South Butt founder Jimmy Winklemann the line was developed as a joke “in response to a growing number of people who continued buying gear and clothes from a brand they really didn’t relate to, but were buying because ‘everyone else was.'” The South Butt’s logo is a virtual mirror image of that of The North Face and its motto “Never Stop Relaxing” is a direct mockery of The North Face’s “Never Stop Exploring” tagline.
The North Face, however, was not amused.
They sued Winklemann for trademark infringement, trademark dilution and unfair competition and have asked the court to stop the company from producing and selling South Butt gear.
Winklemann and his attorney then submitted an irreverent reply, claiming their innocence and vowing to fight the charges:
While Jimmy may have turned 19 years of age, and while he looks 14 and, to some, acts 12, Jimmy and The South Butt have no choice but to defend the present action to protect the integrity of the marketplace, freedom of choice for the consumer, freedom of speech for all, and the fundamental tenets of capitalism, competition and The American Way.
The South Butt also placed the following disclaimer on its website, further cementing its stance as the little brother that won’t stop picking on his older sibling:
We are not in any fashion related to nor do we want to be confused with The North Face Apparel Corp. or its products sold under “The North Face” brand. If you are unable to discern the difference between a face and a butt, we encourage you to buy North Face products.
While legal experts continue to debate the merits of The North Face’s trademark claim, only time will tell how the court will rule. In the meantime, though, Winklemann can already claim one small victory: if it wasn’t for The North Face none of us would have ever heard of The South Butt in the first place.