The North Face Apparel Co., more commonly known as The North Face, recently filed suit against Jimmy Winkelmann, a 19-year old high school student and his small Missouri clothing company called The South Butt. North Face's statement of claim alleges trademark infringement and dilution, among other claims. North Face sells athletic apparel and gear for runners, rock climbers, snowboarders and others. South Butt sells jackets, T-shirts and other apparel "approved for relaxation purposes only." Winkelmann says his intent was not to rip off the North Face, but to offer consumers an alternative. He came up with the South Butt idea...