A demure and mindful trademark investigation
Image: Cath Virginia / The Verge; Jools Lebron
At this point, you either already know about the “very demure, very mindful” meme that originated on TikTok, or you have neither the interest nor the capacity to understand. It is simply A Thing, a viral catchphrase that may become as ubiquitous in the 2020s as “eyebrows on fleek” was in the 2010s. And that is why every tabloid in America is running a story about a dispute over an application to register “Very Demure… Very Mindful…” as a trademark.
The headlines go like this: