Winkelmann produced a parody clothing line The South Butt as a joke. Winkelmann says he was inspired to do so after noticing that all his friends were buying North Face clothes even though they were not mountaineers. 

The young entrepreneur decided to poke fun at the idea by coming up with a South Butt logo, which looks a lot like The North Face logo, with the design in reverse. 

According to a motion filed in December in the United States, The North Face said Winkelmann had caused it irreparable harm. It did not find the joke funny, and Winkelmann ignored the company's demand for him to cease-and-desist. 

The North Face retained IP lawyers and sued Winkelmann, his small company, as well as the pharmacy that sells South Butt clothing.