Yes, "The South Butt" is exactly what it sounds like. A direct parody off of the company The North Face, which promotes an active lifestyle and has products such as clothing and camping gear. The South Butt, has a similar logo to The North Face. So similar, in fact, that North Face is claiming the logo similarity could cause "consumer confusion as to the source, sponsorship or affiliation of particular problems and services that could dilute or tarnish the distinctive quality of the famous and distinctive TNFAC marks." Winkelmann even goes so far as to make The South Butt's slogan, "Never stop relaxing" a direct rip off of The North Face's "Never stop exploring".
Winkelmann's family has supported him in this process since day one. His Uncle who works for a printing business for marketing products originally helped him get his product out, his father who is a stock broker helped the company get officially recognized by the state of Missouri, and also helped him find a lawyer to work through these legal issues.
Winkelmann's parents and lawyer are aware that the corporate giants don't always win in court with these infringement lawsuits, and say that he really has nothing to lose in pursuing the "American Dream".
At this point, Jimmy and his family aren't sure what actions the North Face is planning to take, but they are sure that they are willing to fight for their own rights, as a legitimate company.
picture from : http://abcnews.go.com/Business/teens-south-butt-apparel-irks-north-face/Story?id=8712101&page=1
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