Support Local Journalism. Join Riverfront Times Press Club.

Tuesday, August 7, 2012

The North Face Asks Federal Judge to Sanction St. Louis-Based Firm, "The Butt Face"

Posted By on Tue, Aug 7, 2012 at 4:50 PM

Page 3 of 4


"Olop " = Polo, spelled backwards, with the tagline: "Save a Pony, Ride a Preppy!"
  • "Olop " = Polo, spelled backwards, with the tagline: "Save a Pony, Ride a Preppy!"
North Face isn't the only company to have pursued the Winkelmanns lately: Ralph Lauren recently sent them a cease-and-desist letter upon discovering their new brand of products, "Olop," which is "Polo" spelled backwards. The logo features a horse riding a man with the tagline: "Save A Pony, Ride a Preppy!" But after Watkins responded to Ralph Lauren's letter with the claim that Olop is parody, the company took no action. 

"They get it," opines Watkins. "They're not troubled, they don't believe their consumers are at all confused. Nobody going to confuse a polo pony engaging in bestial activities with the fine attire that is being sported by our U.S. Olympic team."

Attorneys for the North Face, on the other hand, have put forth an empirical study to show that Butt Face causes confusion in more than 30 percent of adult consumers.

Dr. Gerald L. Ford, a retired University professor and marketing researcher, set up a double-blind scheme where subjects were shown images of "The Butt Face" and then interviewed. Ford concludes that his survey provides "clear evidence"  that exposure to "The Butt Face" name and logo causes an association The North Face, and that his results "support a finding of likelihood of dilution" of that brand.

Some respondents felt really strongly about this, such as subject #1132:

Tags: ,

Support Local Journalism.
Join the Riverfront Times Press Club

Local journalism is information. Information is power. And we believe everyone deserves access to accurate independent coverage of their community and state. Our readers helped us continue this coverage in 2020, and we are so grateful for the support.

Help us keep this coverage going in 2021. Whether it's a one-time acknowledgement of this article or an ongoing membership pledge, your support goes to local-based reporting from our small but mighty team.

Join the Riverfront Times Club for as little as $5 a month.

Read the Digital Print Issue

September 15th, 2021

View more issues

Newsletters

Never miss a beat

Sign Up Now

Subscribe now to get the latest news delivered right to your inbox.

Best Things to Do In St. Louis

© 2021 Riverfront Times

Website powered by Foundation