The North Face Apparel Co. has settled its trademark infringement suit against The South Butt, a clothing line with the tagline “never stop relaxing.” The North Face website provides the history of the company, concluding with “The North Face will maintain an unwavering commitment to pushing the limits of design, so that you can push your limits outdoors. Never Stop Exploring.”
Lawyers refused to reveal details of the settlement, but The South Butt website is still selling its wares. The St. Louis Riverfront Times was first to report the news. The lawyer for The South Butt has said that the matter has been resolved amicably, but he couldn’t elaborate. “You don’t know how much it pains me to only say that,” he told the American Lawyer.
Jimmy Winkelmann is a college freshman at University of Missouri in Columbia. In an effort to assist his parents in paying for his college education during particularly trying financial times, he created The South Butt, LLC. Winkelmann has said the fleece jackets and other clothing sold by his company are intended to mock people who wear brand-name clothing sold by outfitters like The North Face. The homepage of the website brandishes the following disclaimer: “WARNING – The South Butt clothing and accessories have not been approved for exploration purposes. They have been approved for relaxation purposes only!”