By Todd C. Frankel
ST. LOUIS POST-DISPATCH
The international apparel maker filed a federal lawsuit in St. Louis late last week alleging trademark infringement by The South Butt, a Ladue-based company started by a teenager to make fun of The North Face name.
The South Butt does not appear to be backing down from the fight. "We embrace the litigation," said St. Louis attorney Al Watkins, who represents The South Butt.
This long-simmering dispute between the two companies first made a splash two months ago. An attorney for The North Face sent a letter to The South Butt demanding it stop selling its T-shirts, fleeces and shorts. The South Butt refused — and then publicized the letter. Attention followed, and sales spiked, Watkins said.
Watkins now hopes the lawsuit will goose sales some more.
The South Butt was started in 2007 by Jimmy Winkelmann, now 18 and at
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