Jimmy Winkelmann, a freshman here at the University of Missouri, established The South Butt clothing company, poking fun at today’s logo-obsessed youth. The result? You guessed it: a cease-and-desist letter from The North Face, accusing Winkelmann of sowing “confusion” in the marketplace and violating its intellectual-property rights. Surprisingly, Winkelmann didn’t back down, but decided to fight the case. Go Jimmy!