OSC// The Southside.

Another parody design, this time of the infamous The South Butt. HAH! You thought I was gonna say THAT brand. Smh. From an idea that started as a joke, In the same vain as The South Butt, The Southside is a simply a homage to the south city St. Louis where Onetime Supply Co. calls home. If memory serves, James Winkelmann of St Louis began The South Butt very organically. What began as a joke spread rather rapidly and went viral in 2007, slightly before “going viral” was easier to do in the age of large scale social media sites. In 2008 Winkelmann was sent a cease and desist letter to halt production and sales but simply rescinded the letter with stark disregard. In 2010, Winkelmann settled in court over the logo dispute but it was found that 2 days after the settlement, Winkelmann had started a new company attempting to continue the trademark registration for The South Butt and was subsequently court ordered to close all operations, turn over all merchandise, and pay a $65,000 fine on the basis that he’d violated the original settlement agreement from 2008.

Logo parody shirts have been a staple of Streetwear since the beginning of the subculture, which is rooted in Californian surf and skate culture, back in the late 70s and early 80s. Brands such as Stüssy and Triple Five Soul would cleverly remix popular known images and logos to simply poke fun or relay a message in a more effective and identifying way. The idea of streetwear has always been to take “a multi-faceted, subculturally diverse, lifestyle-based brand and [mimicking] the limited feel of a high-end luxury brand....those are the two most integral components of what makes a brand streetwear: T-shirts and exclusivity."