The South Butt
Mantra: Never Stop Relaxing
|Industry||Retail and wholesale|
|Headquarters||St. Louis, United States|
|Area served||United States|
|Products||Clothing and outdoor gear|
The South Butt, LLC was a clothing and accessories company. The South Butt was founded in May 2007 by Jimmy Winkelmann, a then 16-year-old student at Chaminade College Preparatory School. The South Butt dissolved in June 2011. 
Winkelmann claimed the company was a parody of the The North Face, an American outdoor product company. In August 2008, The North Face sent a cease and desist letter to Winkelmann threatening to sue him if he did not "cease all promotion and sales of South Butt products and abandon his trademark registration application.”  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 In response, Winkelmann offered to sell his company to The North Face for $1 million, an offer that was later rescinded by Winkelmann as The South Butt grew.
In December 2008, 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 on April 1, 2010, the parties reached a closed settlement agreement. In October 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. 
- "Business Entity Search". Missouri Secretary of State. Retrieved 8 December 2011.
- Netter, Sarah (2009-10-01). "The North Face vs. The South Butt: Entrepreneurial Teen Undaunted by Lawsuit Threat". CBS News. Retrieved 2010-03-23.
- Billhartz Gregorian, Cynthia (2010-04-03). "North Face, South Butt reach agreement". STLtoday.com. Retrieved 2011-12-08.
- Volkmann, Kelsey (2009-09-28). "St. Louis Business Journal: South Butt vs. North Face". Bizjournals.com. Retrieved 2010-02-07.
- Frankel, Todd C. (2009-12-15). "The North Face is suing The South Butt International clothing company accuses teen's Ladue-based operation of trademark infringement". STLtoday.com. Retrieved 2012-10-20.
- "South Butt Clothing Falls Off a Cliff". Couthouse News Service. 17 October 2012. Retrieved 2012-10-22.