Will new North Face trademark lawsuit come back to bite it in the butt?

by Paul Alan Levy

North Face has sued a company called “South Butt,” whose slogan “Never Stop Relaxing” is a deliberate poke at the fashionable outdoors clothing company's "never stop exploring."  South Butt's logo comes close to being a mirror image of North Face’s logo.  South Butt has a Facebook application that invites users to distinguish between a face and a butt, a nice reflection of its legal defense.  Ht the Patent Law Blog  and Ronald Riley.