Kylie Jenner is a business mogul of many things, including self-deprecating humor apparently. After one of her videos recently went viral for an unintentional reason, Jenner reportedly filed a trademark for "Rise and Shine." Almost immediately after the phrase turned into a meme, Jenner created sweatshirts that said exactly that, but now it seems like loungewear was just the beginning.
On Tuesday, Oct. 22, TMZ reported that Jenner submitted legal documents requesting "ownership of a slang version" of her now-famous catchphrase, "Rise and Shine." The meme-able moment stemmed from a video Jenner, in which she gave fans a behind-the-scenes tour of the Kylie Cosmetics HQ. At one point during the video, she entered her daughter Stormi's office nursery to wake her up and belted out a melodic "Rise and Shine."
The clip went viral at break-neck speed, and the sweatshirts she made with the phrase sold out almost just as fast. While it's unclear whether or not they'll be restocked any time soon, the trademark Jenner filed will reportedly cover a long list of apparel, as well as various accessories and cosmetics, per TMZ.
Singers like Miley Cyrus, Lizzo, and Ariana Grande have all covered "Rise and Shine" since its release. In fact, the video has gone so viral that it just broke a record. The hashtag has also become the fastest hashtag in TikTok history to reach 1 billion views. It also garnered 70 million views by the second day Jenner posted the video tour.
Of course, Jenner isn't the first celebrity who has tried to cash in on a catchphrase. Back in 2006, Paris Hilton trademarked her Simple Life slogan, "That's hot," for alcohol and clothing. Beyoncé and Jay Z registered a trademark for their first daughter's name, Blue Ivy Carter, shortly after her birth in 2012. Taylor Swift owns trademarks for all kinds of phrases attached to her imagine, including "Blank Space," her cats' names, and "the old Taylor can’t come to the phone right now," according to Vox.
"Famous people want to control as many parts of their persona as possible in the marketplace," William McGeveran, a professor at the University of Minnesota Law School, told Vox of the trend earlier this year. "Under traditional rules you had to be marketing some product like apparel or perfume, but now it is easier to get a trademark for 'endorsement services,' which is really a trademark in yourself."
While Jenner's "Rise and Shine" trademark still needs to be approved — and sometimes the process can take years — if she is able to register the phrase, it could result in legal action for anyone else who tries to use it commercially. But in the meantime, you can still snag some fan-made apparel on sites like Etsy and Redbubble.