The South Butt

never stop relaxing

The South Butt, LLC was a clothing and accessories company founded in 2007 by Jimmy Winkelmann, a then 16-year-old student at Chaminade College Preparatory School. The company dissolved in 2011.

Winkelmann claimed the company was a parody of the The North Face, an American outdoor product company.

In 2008, The North Face sent a cease and desist letter to Winkelmann. According to The North Face, his ‘use of the South Butt & design mark and the ‘Never Stop Relaxing’ tagline [was] not defensible as a parody.’ The North Face sought an amicable resolution of the matter, his voluntary abandonment of the pending trademark application, and his immediate discontinuance of his company’s name, mark, and tagline.

In response, Winkelmann offered to sell his company to The North Face for $1 million, an offer that was later rescinded by Winkelmann as The South Butt grew. The North Face filed a lawsuit in the United States District Court for the Eastern District of Missouri against Winkelmann, The South Butt, and Williams Pharmacy, a company which handled the products’ marketing and manufacturing details. The court ordered mediation in the case, and in 2010, the parties reached a closed settlement agreement. In 2012, Winkelmann and his father admitted in court that they violated the settlement agreement with The North Face and agreed to pay $65,000, an amount that will be reduced by $1,000 for every month of compliance.

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