Trademark in USA: North Face v South Butt, parody or infringement?
| Mr. Winkelmann, a student of University of Missouri, started his own clothing brand using an interesting name "South Butt". Assuming that everyone knows "North Face", the "South Butt" parody name and logo was not acceptable for the holder of the trademark "North Face". A legal dispute started. Interestingly, the attention around this legal dispute incredibly raised the total sale of the "South Butt" products and could be considered as "free advertisement". However, this case ended without any solid decision because both parties reached an undisclosed mutual agreement.