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Author of “very demure, very mindful” catchphrase seeks federal trademark
“Very demure, very mindful” has become the latest vocabulary defining the internet’s summer. And TikTok content creator Jools Lebron is working to trademark uses of her now-viral words.
Lebron filed to trademark “very demure very mindful” for various entertainment and advertising services, including the promotion of beauty products, last week with the U.S. Patent and Trademark Office. Two filings dated Thursday are under her legal name, a representative for Lebron confirmed to The Associated Press.
Social media’s love for “very demure” content started in early August, when Lebron took to TikTok to describe the hair and makeup she was wearing to work. Her delivery took off and she kept going, with “mindful” and “cutesy” flooding the internet as scores of fans, including big name celebrities, shared their own playful takes to describe just about any detail of day-to-day life.
Content creators can make meaningful income after gaining social media fame through avenues like direct brand sponsorships and viewer donations. And for Lebron, who is a transgender woman, her viral moment allowed her to finance the rest of her transition.
Trademarks, on the other hand, can help secure rights to maintain certain business down the road. Lebron’s own trademark filings are still pending, and it could be a while before there’s a final determination. But the move is particularly notable after several other individuals with no known connection to Lebron separately tried to register demure-related trademarks in an apparent effort to capitalize on the success of those phrases, much to the dismay of Lebron’s fans.
The saga, while unfinished, has spotlighted the complex process of filing trademarks that capture a viral moment — and the battle that social media content creators face to both get credit and find protections to monetize off the trends they popularize.
Here’s what you should know.
Yes. But in the U.S., there needs to be an attached commercial use.
“It’s not just coming up with a phrase … (or) using it on social media and making it go viral,” said Alexandra J. Roberts, a professor of law and media at Northeastern University, explaining that there must be a connection to the sale of concrete goods or services. She calls trademarks a “source indicator,” as they help consumers understand who is producing what they’re buying now, but not necessarily who came up with a name in the first place.
The law is complicated, and trademarks are often determined on a case-by-case basis. Applications are specific to certain uses, allowing multiple brands to operate under similar names — like Dove chocolate and Dove soap, or Delta Faucet and Delta Airlines. Courts greenlight this when it’s assumed that consumers will easily be able to distinguish between such different products or services.
But a phrase or name that’s strongly associated with a particular individual can sometimes supersede that.
“Simplistically, the entire reason the trademark exists is to prevent consumer confusion,” said Casey Fiesler, an associate professor of information science at the University of Colorado Boulder. “And if (someone else) created a social media marketing service and called it ‘very demure, very mindful social media marketing,’ that would confuse consumers because they’re gonna think it’s associated with (Jools Lebron).”
Trademarks should not be mixed up with copyright. Anyone who has ever made a unique TikTok, for example, owns the copyright to that video, Fiesler explains. But there are still limitations to what’s copyrightable, and short phrases themselves almost never apply.
In today’s ever-digitized world of online trends, creators are increasingly expressing concerns about getting credited for their work. And for something like trademark rights, experts stress it’s a battle of both getting there first and having resources to see it through.
It’s not uncommon to see a handful of trademark applications bubble up in the midst of a viral moment. Earlier this year, for example, a handful of trademark applications were filed after Hailey Welch, also now known as “Hawk Tuah Girl,” became famous for using the phrase in a street interview.
Still, some phrases have been determined to be used too pervasively, making it harder for consumers to recognize it as a brand indicator. It can also be difficult when credit isn’t given to the creator who starts a trend in the first place — and experts note the consequences of that haven’t been felt equally in the past.
Historically, young women of color who start a viral trend or put a new phrase on the map have often seen their work get appropriated online — and potentially “get scooped” on trademark rights from someone with more resources, like connections to a lawyer, Roberts explained.
“There are a lot of stories of members of minoritized groups, and particularly women, coming up with new slang … and then seeing that get co-opted by somebody else — often a white guy, but not always … (who) gets out there as the first to register and really make money off it,” Roberts said.
Beyond trademark-specific disputes, Fiesler added that creators seeing their work stolen and reposted in other platforms for monetization continues to be a “huge problem” today, but she hopes the tide is starting to turn. That includes with Lebron, who has been so widely-credited for the “very demure” trend.
“I hope to continue to see there being very strong social norms that are enforcing this,” Fiesler said.
Three applications that were submitted before Lebron’s Thursday filings are still listed as live in the USPTO’s records — which would essentially make her “fourth in line” in consideration, Roberts said.
But it’s possible that others might later suspend their filings. And one of the applicants told NBC said that she filed in efforts to help Lebron hold on to trademark until she could transfer it.
Lebron’s legal team could potentially fight off rival filings or strengthen her own by negotiating with other applicants and updating her filing to reduce any overlap. She could also oppose a rival application down the road on the grounds of false association.
The trademark process could outlast the trend itself, taking anywhere between six to nine months, and sometimes closer to a year. And that can drag out even further with a legal battle or requested extensions.
Still, Roberts stresses that Lebron can currently “do whatever she wants in terms of use” and start selling merchandise.
There’s also nothing stopping someone from putting “very demure, very mindful” on the front of a t-shirt — as that technically qualifies as ornamental use, not trademark.
But getting those words as a brand, seen on something like an attached clothing tag, is when trademark rights would kick in.
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U.S. Air Force gives update on new B-21 stealth bomber: “Nobody on the planet can do what we’re doing”
Air Force leaders gave an update on the B-21 Raider, a futuristic aircraft that is expected to become the United States’ next nuclear stealth bomber.
The aircraft can deliver both “conventional and nuclear munitions,” according to a news release from the Air Force, but will be “critical to deterring conflict” around the world. Gen. Thomas Bussiere, commander of the Air Force Global Strike Command, said the stealth bomber will help the United States keep pace with threats worldwide.
“We are the free world’s only bomber force. … Nobody on the planet can do what we’re doing right now,” Bussiere said, adding that there will likely be an increased demand for the support the stealth bomber can provide in the coming years.
Air Force Global Strike Command
Currently, the stealth bomber remains in the test flight stage, and is doing two such flights a week, according to Thomas Jones, the Northrop Grumman Aeronautics Systems sector president. A photo shared by the Air Force shows one of the bombers during flight testing.
“We’re really starting to strike up quite a cadence … when we started this journey, we made a vow that we were going to design this system to be a daily flyer,” Jones said, according to the release. “It’s been a phenomenal year of progress, and we hope to continue that through the next year.”
A recent notable test confirmed the stealth bomber’s structural design and integrity, according to officials. The plane is now going through a fatigue testing campaign.
Once the planes are tested, some of the aircraft will be delivered to the Ellsworth Air Force Base in South Dakota to help train Air Force squadrons on the stealth bomber. When the B-21 enters the service, this site will be the main operating base for the stealth bomber.
Whiteman Air Force Base in Missouri will be a secondary base, and Dyess Air Force Base in Texas a third.
The stealth bomber is set to replace the B-1 Lancer and B-2 Spirit bombers in the Air Force’s fleet.
Getty Images
Whether you’re barreling down a mountainside or taking a leisurely ride along your local trail, a great mountain bike is key. But what exactly does a great mountain bike look like, in terms of features? It depends on the kind of terrain and riding style you do.
The best mountain bike for long, cross-country rides will have very different specs than a downhill bike. Some offer full suspension for a smooth ride on bumpy trails. Some have wider tires that are better at gripping wet or sandy terrain. Some are designed for maximum pedaling efficiency and serious stopping power so you can climb steep mountainsides without wearing yourself out. No matter where you and your new bike are headed this fall, we’ve rounded up the best mountain bikes for every rider and every terrain in 2024. Don’t forget to strap on your bike helmet.
Best mountain bike for beginners: Giant Talon 29 1
Mike’s Bikes
The Giant Talon 29 1 is a solid entry-level mountain bike at a reasonable price point. With its balanced frame geometry and high-traction tires, it’s great for a comfortable, stable ride on most trails. While that means it’s not specialized for uphill climbs or cross-country speed, the balanced design is great for beginners or casual riders who aren’t planning to tackle those more challenging technical trails just yet.
With 80mm to 100mm of suspension travel, this hardtail mountain bike strikes that perfect balance of pedaling efficiency and shock absorption.
Riders can also adjust the suspension within that range by adjusting the air spring and the rebound damping. That gives you improved steering precision and a better ride feel since you can tailor it to your needs. If you’re a beginner, it may take some trial and error to fine-tune those settings, but playing around with them is a great way to learn how suspension impacts your ride.
Get this reliable entry-level mountain bike at Mike’s Bikes for $950.
Top features of the Giant Talon 29 1:
- Grippy tires offer great traction in any trail conditions.
- The balanced frame geometry makes this a comfortable bike for most riders.
- The adjustable suspension fork allows you to fine-tune this mountain bike for your needs.
Best trail bike: Santa Cruz Tallboy C R
Backcountry
A full-suspension mountain bike with 120mm and 130mm suspension travel on the rear and front, respectively, it doesn’t get cushier than the Santa Cruz Tallboy C R (at least, not at this price point). Built for cross-country or trail riding, this bike’s design allows you to glide through rocky terrain almost as if you were just cruising on a paved road. That suspension also helps cushion the impact on pops and short drops so you can build up speed while navigating the trail with confidence.
With that said, it can be a little sluggish on uphill climbs. But if you typically stick to more straightforward trails, you won’t have to deal with that issue. For those just-for-fun weekend trail rides, this is the mountain bike you want.
Get this comfortable, agile trail bike at Backcountry while it’s on sale for $3,849 (reduced from $4,799).
Top features of the Santa Cruz Tallboy C R:
- Boasting full suspension, this mountain bike is a comfy ride no matter how bumpy the terrain.
- The carbon C frame is both lightweight and stiff for better control and improved agility.
- The four-piston brakes offer excellent stopping power.
Best fat tire mountain bike: State 6061 Trail+
State Bicycle Co.
For wet or sandy trails, traction is everything, which means you need a fat tire bike like the State 6061 Trail+. With 4.5-inch wide tires that can handle running even at low PSI, this mountain bike can grip the trail no matter how loose or slippery.
Whether you want to cruise along sandy beaches or power through snowy mountain trails, the stability of this fat tire bike is the key to doing so safely and confidently. You won’t be building up much speed, but you’ll have a lot of fun plowing through trails that a standard trail bike couldn’t even touch.
Get this fat tire bike directly from State Bicycle Co. for $1,000.
Top features of the State 6061 Trail+:
- Thick 4.5-inch tires provide extra grip for wet or loose terrain like snow, sand and mud.
- With low PSI capabilities, you can lower the tire pressure to widen the surface area even further to maximize your grip on soft, slippery trails.
- The alloy frame is stiff and strong without adding any more bulk than necessary.
Best mountain bike under $500: Huffy Stone Mountain
Amazon
The Huffy Stone Mountain is a hardtail mountain bike that is lightweight and offers good traction for navigating trails. The budget-friendly bike is missing a lot of the features you’ll find on the more advanced mountain bikes listed above. However, if you’re just starting out and just want to get out on a trail to see if you like mountain biking, this is a good bike to start with.
While you can’t take it on any serious trails, it’s got the basics you need for easy local bike trails. Use it to get a feel for the sport and then upgrade to a mountain bike better suited to the kind of trails you want to tackle. Then, pass this Huffy Stone Mountain on to a friend or teen who’s curious about mountain biking.
A bestseller on Amazon, this budget mountain bike is available for as low as $200.
Top features of the Huffy Stone Mountain:
- This budget entry-level bike is great for casual rides on easy bike trails.
- A wide variety of frame and wheel sizes allows you to get the right fit for your height.
- The lightweight, high-traction design is just enough to let you get a feel for mountain biking before committing to a higher-priced mountain bike with more advanced features and customizability.
Shop more top-rated mountain bikes:
What type of mountain bike should a beginner get?
The best mountain bike for a beginner is a balanced, versatile one. Since you’re probably not tackling steep inclines and declines yet, opt for a trail bike that offers great traction, strong brakes and easy maneuverability along bumpy, muddy trails. That means grippy tires and responsive steering so you can confidently control your bike over tree roots, up hills and on descents.
If the trails you’re eager to go on are largely uphill, look for a bike that’s lightweight with a firmer pedaling platform. Those two features will improve climb efficiency so you’re not wearing yourself out on those uphill stretches.
Do I need a full-suspension mountain bike?
You don’t need a full-suspension mountain bike, but they are nice to have. Unlike hardtail mountain bikes, which only have suspension in the front, full-suspension mountain bikes have suspension in both the front and rear. That extra suspension helps absorb shock, cushioning the impact as you hop over bumps or navigate downhill jumps and drops.
That cushier feel can be nice even on milder trail rides, but they tend to be significantly more expensive and require more maintenance than a hardtail mountain bike. So it might not be worth the extra expense and care if you don’t usually do technical trails or downhill riding.
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