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North Face vs. South Butt

San Leandro-based apparel company The North Face  is unhappy with Jimmy Winkelmann, a 19-year-old St. Louis college student who founded his own apparel company, called The South Butt. Earlier this month, The North Face sued The South Butt for trademark infringement.

NPR, USA Today, AP, newspapers and television news have covered the case. Winkelmann says the ensuing publicity is driving traffic, and sales, to his Web site.  (That’s Winkelmann above.)

“If you are unable to discern the difference between a face and a butt, we encourage you to buy North Face products,” Winkelmann says on his site.

Jason Sweeney