The South Butt

A St. Louis-based gear company started by an 18-year-old as a joke (and until very recently only available in one particular St. Louis pharmacy), SB recently found itself embroiled in a law battle with a certain ubiquitous winter outfitter that shares ever-so-slight similarities with SB's name and logo, however, as they put it, "if you can't tell a butt from a face, then go buy North Face."