Man Files Trademark for Jools Lebron’s ‘Very Mindful, Very Demure’

“Demure and mindful” — you’d have to be living under a rock to have not heard these phrases flying around on social media in the last few weeks.

Popularized by TikTok creator Jools Lebron, these terms have become widely adopted by netizens, brands, celebrities, and even the White House. Boasting over 2 million followers and 113 million likes on TikTok, Lebron has shared various follow-up videos explaining how the explosion of her original clip has transformed her life almost overnight. This unexpected fame has allowed her to collaborate with beloved businesses, earn money to support herself and her family, and even fund her gender-affirming care.

What’s not considered very “demure or mindful,” according to internet users, is filing a trademark for a phrase popularized by a beloved social media figure who is not you.

In a now-deleted TikTok video, Lebron expressed her disappointment upon discovering that someone named Jefferson A. Bates had filed a trademark for her popular phrase without her knowledge. In the video, she tearfully explained that she felt like she “dropped the ball” by not registering it herself sooner.

“I’ve just invested so much money and time into this, and I feel like I did it wrong,” she said. “I feel like I didn’t try hard enough. I wanted this to do so much for my family and provide for my transition, and I just feel like I dropped the ball.”

Lebron’s many fans online did not find the move by Bates very cutesy. “Sorry but if my money isn’t going directly to Jools if I buy merch that says ‘very demure,’ then I’m not buying it. Jefferson Bates is such a loser for doing that to her,” one commenter stated under a repost of her video.

Others reassured her, saying, “We will NOT be buying any merch from anyone that isn’t you, love,” and “I hope Jools can challenge the trademark process! They deserve to be able to sell merch! They made the word go viral. Period.”

The application filed on August 20 by Jefferson A. Bates seeks a trademark for the phrase “Very demure..very mindful” for advertising, marketing, and promotional services. The application is currently listed as live and pending. A drawing attached to the trademark spells out the phrase presumably as it might appear on materials: “Very Demure .. Very Mindful ..”

To the relief of many on the internet, several trademark lawyers posted video responses explaining how the process works and how Lebron likely will have a strong case for legal opposition. One such creator, Ashley Nkadi, who goes by @Bellewoods on TikTok, explained that it generally takes over a year for a trademark to be registered if the application is even successful. For a registration to favor the applicant, the phrase must be actively used, meaning Bates would need to be actively selling merch or advertising materials with that phrase.

Nkadi further clarified that Lebron would have priority consideration for a registered trademark of the phrase over Bates thanks to the rule of the date of first use. This means that Lebron’s many videos using the phrase in marketing and advertising materials and partnerships would prove she had utilized the trademarked term first, even if someone else officially filed for it before her.

As news of the application hit the internet, some social media users, including Nkadi, noted that Bates’ name has been attached to other controversial filings. According to the USPTO database, filings matching the name, location, and contact information of the “demure application” show that Bates has filed at least seven other trademark applications. Four of these are listed as “dead” and “abandoned,” while three are listed as live and pending.

Five of the applications are for variations of the phrases “Let’s Ride,” “Go Broncos Let’s Ride,” or “Broncos County Let’s Ride,” a catchphrase popularized by Denver Broncos quarterback Russell Wilson. Three of these applications are abandoned, while two are still pending. Two more applications are for the phrases “Take Command” and “#HTTC,” both associated with the NFL team the Washington Commanders.

The application for #HTTC, which stands for “Hail to the Commanders,” a song associated with the team, was opposed by NFL senior counsel in April. The opposition battle appears to still be in progress as of August.

USA TODAY has reached out to representatives for both Bates and Lebron.

This article originally appeared on USA TODAY: Newest internet villain? Man files trademark for Jools Lebron’s ‘very mindful, very demure’

Source: USA TODAY