Kylie Jenner has filed trademark applications in a bid to turn her popular Rise and Shine meme into a clothing line.
Earlier this month, the 22-year-old took fans on a tour of her Kylie Cosmetics office in a video for her YouTube channel, and during the clip, visited her 20-month-old daughter Stormi Webster’s nursery, where she sang the words “rise and shine” to wake the toddler up. The clip went viral and caused a sensation on social media, with users creating memes and videos poking fun at Kylie.
The beauty mogul quickly cashed in on the frenzy by releasing two $65 (£51) sweatshirts inspired by the song on her e-commerce website, both of which immediately sold out.
And it now appears that Kylie has bigger plans. On the same day that she released the merchandise, the reality TV star filed to trademark both “Rise and Shine” as well as “Riiise and Shiiinnee”.
According to the applications on the U.S. Patent and Trademark Office, the trademarks would be used for: “Belts; Bottoms as clothing; Coats; Dresses; Footwear; Gloves; Headbands; Headwear; Jackets; Loungewear; Scarves; Sleepwear; Socks; Swimwear; Tops as clothing; Undergarments.”
The standard “Rise and Shine” trademark is also intended for use with cosmetics.
Yet, her trademark bid has been criticised by social media users, who have ridiculed her for taking the meme too far.
“I think it’s so funny that kylie jenner is trying to trademark ‘rise and shine’. Sis it was just a funny meme for the week nothing more nothing less lmao (laughing my a*s off),” one wrote, while another added, “Those ‘Rise and Shine’ videos of Kylie Jenner were funny until she started doing too much by making sweatshirts and now trying to trademark it… Like why can’t she just let it be funny and leave it alone?”
However, Kylie may have some competition on her hands as many similar trademark applications already exist on the database.