This is pretty funny, but I can’t imagine how this kid didn’t realize he was inviting a whole world of legal woes to come crashing down on his “ass.”...

Jimmy Winkelmann’s parody of The North Face, called the South Butt, (with inverted TNF logo) may have started out as a joke amongst friends, but his subsequent website and retail presence of the butt-ing brand has drawn the legal ire of the company he was mooning in the process.

Winkelmann’s use of the tagline, “Never stop relaxing,” (as opposed to TNF’s Never Stop Exploring), and his sales pitch: “Don’t buy the name. Relax with South Butt,” earned him a personal note and some friendly directions from TNF’s legal department.

The St. Louis Business Journal reports that TNF lawyers sent Winkelmann a warning letter last month. "Your use of the South Butt & design mark and the Never Stop Relaxing tagline is not defensible as a parody. It is our client's hope that this matter can be amicably resolved and that you will voluntarily abandon your pending trademark application and immediately discontinue your use of the South Butt and Design Mark and the Never Stop Exploring tagline."

Check it out before it’s gone: http://thesouthbuttweb.com/

Photo credit:  thesouthbuttweb.com