Why is everyone trying to be ‘very demure, very mindful’?
Jools Lebron’s video about being “demure” has taken over. Everyone from Dunkin Donuts to the White House is trying to get in on being “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 now hugely popular TikTok creator Jools Lebron, the terms have come to be used by netizens, brands, celebs and even the White House itself. Now boasting over 2 million followers and 113 million likes on TikTok alone, Lebron has shared multiple follow-up videos explaining how the explosion of her original clip changed her life for the better almost overnight – allowing her to work with beloved business, make money to support herself and her family and even fund her gender-affirming care.
Do you know what is not very demure or mindful, however, according to the internet? Filing a trademark for a phrase popularized by a beloved social media figure that is not you.
In a now-deleted TikTok, Lebron expressed upset at discovering that someone named Jefferson A. Bates had filed a trademark for the phrase without her knowledge with the United States Patent and Trademark Office (USPTO). In the video, she told fans 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 through tears in the clip. “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.”
Naturally, Lebron’s many fans online did not find this move very cutesy on the part of the filer, who did not reference Lebron anywhere on the application.
“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 said under an X, formerly Twitter, repost of her video.
“We will NOT be buying any merch from anyone that isnt you love,” reassured one, while another said, “I really hope Jools can challenge the trademark process!!!! They deserve to be able to sell merch! They made the word go viral. Period.”
The internet says “not very demure or mindful”
The application, filed on Aug. 20 by Jefferson A. Bates, specifically seeks trademark of the phrase “Very demure..very mindful” for the purposes of advertising, marketing and promotional services. It is currently listed as a live and pending application.
A drawing attached to the trademark spells out the phrase presumably as it would appear on materials: “Very Demure .. Very Mindful .. “
To the relief of many on the internet, however, 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 actually be registered, if the application is even successful. To have a registration go in your favor, it also has to “function,” she said, meaning it has to be actively used. In this case, she said Bates would have to be actively selling merch or advertising materials with the phrase.
She also told viewers that Lebron would have priority consideration for a registered trademark of the phrase over Bates thanks to the rule of date of first use, meaning the many videos Lebron has of her 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.
Bates’ history of controversial trademark filings
As news of the application hit the internet, social media users including Nkadi noted that Bates’ name has been attached to other controversial filings.
Filings on the USPTO database that match the name, location and contact information of the “demure application” show that Bates has filed at least seven other trademark applications, four of which are listed as “dead” and “abandoned” and three of which are listed as live and pending.
Five of the applications are for some variation of the phrases “Let’s Ride,” “Go Broncos Let’s Ride,” or “Broncos County Let’s Ride,” a catchphrase popularized by Denver Broncos’s quarterback Russell Wilson. Three of these applications are listed as abandoned while two are still pending.
Two more applications are for the phrases “Take Command” and “#HTTC,” both terms 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, according to accompanying documents. The opposition battle appears to still be in process as of August.
USA TODAY has reached out to both Bates’ and Lebron’s representatives.
