There is a lawsuit right now over copyright infringement as it relates to brand identity. The brand on the offensive is North Face, maker of outdoor sport apparel and equipment. They are suing a Mr. Jimmy Winkleman. Not familiar with Jimmy? Jimmy's a freshman at the University of Missouri and still lives with his mom.

Pretty scary guy right? Well Jimmy actually started his own company online selling apparel a lot like North Face. Except his brand is called, The South Butt. And this is his way of making fun of people who wear North Face simply because everyone else does.

You have to admit, it's pretty funny. His tag line, "Never stop relaxing" is also a parody of North Face's "Never Stop Exploring". Not sure if Jimmy really knows what he is getting into. Based on his website he seems to think being sued is one of the coolest things ever. Read through his posts and you'll see. In fact his response to the lawsuit prompted his launching of a Facebook app called The South Butt Challenge. Basically you guess if the cropped image is a butt or a face! He's thinks most people know the difference.

Ironically it seems the whole matter is working in his favor. Adding fuel to the fire and making South Butt apparel much more desirable. I hope he sticks around. Cheers to you Jimmy.

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