The South Butt, LLC was an American clothing and accessories company founded in May 2007 by Jimmy Winkelmann Sr. and Jr., the latter of whom was at the time a 16-year-old student at Chaminade College Preparatory School in St. Louis, Missouri.

"[5] 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, voluntary abandonment of the pending trademark application, and immediate discontinuance of the company's name, mark, and tagline.

[4] Two days later, Winkelmann Sr. formed a company called "Why Climb Mountains" which sold "The Butt Face" products.

[7] In addition, the court ordered them to abandon a trademark registration application for The Butt Face, shut down their web store and Facebook page, surrender all merchandise, and pay $65,000, an amount that would be reduced by $1,000 for every month of compliance.