Posted: Dec 15, 2009 03:37 am EST
(ThePoles.com) The North Face Apparel Corp. has issued holiday greetings to The South Butt, LLC by filing a federal lawsuit in St. Louis, Missouri seeking to enjoin The South Butt from continuing to market and sell its parody apparel product line.

Press release issued by Albert S. Watkins, Esq. Directive, Kodner Watkins Muchnick & Weigley, LC
14 December 2009:

18 year old Jimmy Winkelmann

The suit, filed on December 10, 2009 in the United States District Court for the Eastern District of Missouri (but not yet served), also seeks damages from The South Butt, its founder, college freshman Jimmy Winkelmann, and a local St. Louis pharmacy through which on-site retail sales of The South Butt apparel are made.

The South Butt, a small St. Louis based company, was started by 18 year old Jimmy Winkelmann, to help his parents pay his college tuition at a state college.

The difference

It puts out parody products which serve to effectively spoof North Face, employing the tag line, “Never Stop Relaxing” in contrast to the North Face line, “Never Stop Exploring.”

“The South Butt has previously made it clear to the North Face that the consuming public is insightful enough to know the difference between a face and a butt,” said Albert S. Watkins, legal counsel for The South Butt and Jimmy Winkelmann.

“In every sense, The South Butt is prepared to assume the proverbial position and take everything that North Face thrusts at it,” added Watkins.

Samson versus Goliath

The skirmish between the two companies has garnered international media attention and has effectively been characterized as a contemporary Samson versus Goliath showdown. It is understood the North Face brand is owned by VF Corporation, whose website pronounces it to be the “world’s largest apparel company” and a “$7 billion plus powerhouse.”

“What North Face apparently fails to recognize is that little Jimmy Winkelmann and The South Butt have nothing to lose other than their faith in the fundamental tenets of capitalism and the American Way.”

“This is bigger than facing down a bully in the school yard, this goes to the heart of competition, the concept of an open marketplace, and the freedom of the public to make their own choice,” added Watkins.

Internet challenge

The South Butt has initiated a tongue in cheek (pun intended) Internet challenge to hone the skills of the public in discerning the difference between a face a butt. The challenge can be found at the following link: http://apps.facebook.com/south-butt-challenge/

“The South Butt is excited and full of holiday glee in anticipation of addressing this matter in a public forum and will continue to vigorously market and meet the needs of the growing demand for its products. The company employs a handful of individuals.”

“Perhaps North Face should consider embracing its parent company’s stated commitment to ‘consideration and respect,’ applaud the spirit and diligence of this young man, adopt some corporate anger management protocol, and save some money on unnecessary legal fees in the process,” concluded Watkins.

Final exams

“In the meantime, The South Butt founder, Jimmy Winkelmann, is studying for final examinations.”

Sample Media Kits, Including Product Samples, Available Upon E-Mail Request to albertswatkins@kwmwlaw.com [Subject to Jimmy’s Mom’s Availability to Package Same]

Copy of Lawsuit Available Upon Request
For More Information About The South Butt, LLC, See also: http://www.thesouthbutt.com/. END

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