From the you were nothing until we sued you and gave you national attention that raised your sales big time  “The North Face made good on its threat to sue The South Butt.  The international apparel maker filed a federal lawsuit in St. Louis late last week alleging trademark infringement by The South Butt, a Ladue-based company started by a teenager to make fun of The North Face name.  The South Butt does not appear to be backing down from the fight. “We embrace the litigation,” said St. Louis attorney Al Watkins, who represents The South Butt.”