"The South Butt"

We've all heard of The Northface. Everyone has those sleek, warm jackets with the infamous logo pasted on the back and front, but what about The South Butt? Eighteen year old Jimmy Winkelmann, teenager from St. Louis, MO, started this company 2 years ago. He did it to be funny and thought of it as a parody of The Northface. He sold the apparel locally and says he doesn't even know how The Northface found him! He is facing a lawsuit of trademark infringement which is when a company uses the trademark of another company. However, Winkelmann isn't using The Northface logo. The Northface logo features a half-dome with three ridges and white lettering. The South Butt logo features a similar design, but the dome is upside down and there are only two ridges. The South Butt's tag line is, "Never Stop Relaxing," whereas The Northface's tag line is, "Never Stop Exploring."
Winkelmann's lawyer sent The Northface a letter giving them the opportunity to buy The South Butt for 1 million dollars, but has since been withdrawn because of The Northface's lack of action. Winkelmann's lawyer says there's nothing wrong with "vigorously pursuing the American dream," and Winkelmann says his parents love his idea and are 100% supportive. Winklemann says from the money he's made, he's only been able to pocket about $2,000 so far, which is going towards his education at the University of Missouri (Mizzou). He believes that by getting involved, The Northface has only opened up more doors for him. He believes he wasn't a threat to the company before, but now he possibly could be!

-So why do you think about this? Should The Northface step off their "high-horse," or should this eighteen year old teenager surrender his harmless company?