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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 4 of 4

Q: What company or brand, if any, comes to mind when you see
this name and logo [of The Butt Face]?
A: The North Face.
Q: Why do you say that?
A: Because it is clearly a parody of The North Face's logo.
Q: What other companies or brands, if any, come to mind when
you see this name and logo on this T-shirt?
A: None. It's The North Face.
Q: Why do you say that?
A: Because it's obvious! It's completely [expletive] obvious what it is! You are making fun of The North Face! It is completely moronic for you to ask me fifteen [expletive] times what it is when it's obvious? God, you market research people are complete [expletive] morons!
So that happened.

Watkins also seeks to portray his clients' new venture in a more personal light: Jim Winkelmann Sr. is suffering from cancer and other severe health issues, he says. This project serves his goal "to not roll over, to have fun, to always keep smiling, and to fight The North Face," all while serving as a "conduit" for his son Jimmy's ideas.

"What is North Face going to get out of this?" Watkins asks rhetorically. "I'm thinking they want free media attention."

Wow. Now that's rich.

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