St. Louis-area native Jimmy Winkelmann, now a freshman at the University of Missouri Columbia, started The South Butt to help pay for college. When The North Face's trademark action against Jimmy and retailer Williams Pharmacy followed, Jimmy's attorneys offered a highly original and colorful answer, including at least 7 non-salacious synonyms for "butt" and reproducing the company's "disclaimer":
We are not in any fashion related to nor do we wish 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.And yes, folks, they still managed to negotiate a settlement. Terms were not disclosed, but both companies continue to fleece the public -- er, that's sell fleece to the public -- in the form of classic but pricey jackets and other gear.
Thanks to Counterfeit Chic reader and former student Antonia Ponder for a heads-up on the case back in January!