In Ann Arbor, North Face jackets are pervasive as an essential part of Michiganders’ weather-prescribed wardrobe; what’s not as pervasive, however, is the recent, almost ridiculous, controversy that the company has embroiled itself in…

Manufacturing similarly styled but independent designs from The North Face, college freshman Jimmy Winkelmann’s The South Butt company is based on providing clothes for relaxation and comfort. Started in response to seeing the people around him buying clothes from an unnamed (but obviously implied) brand, Winkelmann emphasizes to customers to make decisions “based on what you like; not what you are expected to.”

Looking at the two companies, there are obvious similarities–North Face? South Butt? (Next thing you know, we’ll have The West Kidney peddling parkas.) Take a look, too, at the two companies’ logos:

The North Face logo, top left, The South Butt logo, bottom left, and 18-year-old The South Butt founder Jimmy Winkelmann, right.

The South Butt is obviously a parody of The North Face, but honestly, there’s no way to really confuse the two.  To further emphasize the ridiculous idea that consumers can’t distinguish between the two poles and the words “face” and “butt,” The South Butt has even released “The Face or Butt Challenge” application on Facebook, where users, obviously, try to distinguish between faces and bottoms–it is mildly addicting, very much amusing, so a warning to those easily fascinated by clicking on images.

In essence, The South Butt is a company that personifies the various quirks of Generation Y; we enjoy what’s popular, but even more so, we enjoy making fun of the popular and investing in the sardonic alternative.  We like a personality behind the products we invest in, or a personality whose products we can invest in, and the way The South Butt interacts with its consumers provides a company-customer relationship The North Face would find hard to emulate.

Instead of trying to create the same kind of easygoing culture with its consumers however, The North Face is suing Winkelmann’s company; such action, however, is backfiring, as it looks like “The Man” is throwing his weight around to take down “the little guy.”  With all the backlash from consumers and coverage by international media, this looks like a situation to avoid in the future for any big company that finds itself parodied.