$7 Billion Giant the North Face Sues College Student

There's nothing like seeing a teenager with an idea and some can-do attitude trying to put himself through college by earning his money. Obviously, though, The North Face disagrees with me. That's why the company has unleashed the legal hounds on Jimmy Winkelmann, 18. He founded The South Butt as a parody of The North Face, which is purportedly worth $7 billion.

"Unfortunately, and inevitably, The North Face's success attracts opportunists seeking to pirate its famous trademarks for their inferior knockoffs," The Montreal Gazette quoted from the 84-page lawsuit filed in U.S. District Court of Missouri in St. Louis.

This apparently started a few months ago with a cease-and-desist letter. The North Face is clearly out-of-touch - The South Butt isn't making knock-offs, but products absolutely counter to its own. It's spirited fun, and obviously not meant to confuse the buyer. The South Butt does not in any way appear to be trying to get hard-core ice climbers to grab their t-shirts and fleece for a technical ascent.

I use a lot of products from The North Face. But if it insists on dragging The South Butt to court, that's the end for me. I am suspending all purchases of products from The North Face until such time as I've deemed it to have straightened up and decided to fly right.

Heck, The North Face should give young Jimmy a job when he graduates from the University of Missouri Columbia. What is it with monolithic companies? Do they not realize that they are their own worst enemies, not companies like The South Butt and Rock Art Brewery? I'd never even heard of The South Butt before this, yet another bullet to the fat, greedy foot of The North Face. Yes, I'll continue wearing The North Face products I already own. But the company will lose my future purchases to REI, Cloudveil, Prana and Patagonia.

Good work, The North Face. It's your own doing. All you'll accomplish is making your public relations staff wiping out the local supply of Grecian Formula to chase the gray hair away. Sue less, make better stuff more. Oh, and here's a nice analysis of the legal issues.