It turns out “Hot Girls Read“ isn’t such a novel idea. Trademarking a catchphrase can work, but it can also go sideways. Business owner and influencer Allie Mitrovich learned this the hard way after BookTok came for her after she attempted to casually enforce her trademark of “Hot Girls Read” on certain merchandise.
The issue is that Mitrovich, of Allie Rose Co, didn’t come up with “Hot Girls Read.” The “Hot Girls” catchphrase goes back to the early 2000s, when the rapper Lil Wayne used it in his music. The phrase caught fire in 2019 with Megan The Stallion’s hit “Hot Girl Summer.”
Megan Thee Stallion’s summer anthem prompted countless spin-offs of the phrase, from Hot Girls Read to Hot Girls Knit to Hot Girls Lift to Hot Girls Compost. In the book corner of TikTok, memes, and merch, “Hot Girls Read” can be found on bookmarks, notepads, apparel, and more from many different creators and small businesses.
Don’t Tick Off BookTok
“Hot Girls Read” is hot in the BookTok community, the book-loving corner of TikTok. Don’t underestimate the power of BookTok — this community can make a book go viral overnight. If something blows up on BookTok, it usually sells out everywhere. The recent trademark controversy also proved how effective BookTok is at rallying around a cause.
“Hot Girls Don’t Trademark Community Phrases”
Mitrovech started selling “Hot Girls Read” branded bookmarks in 2023 on her website and TikTok shop. She then filed for trademark registration of “Hot Girls Read” with the United States Patent and Trademark Office (USPTO) under Allie Rose LLC. She registered the mark under the category of bookmarks and other stationery products, and apparel items, including t-shirts and hoodies. Interestingly, she didn’t trademark her own business name, Allie Rose Co.
After her trademark was approved, Mitrovich posted on her socials: “…but I also want to (very gently with peace and love!!!) say that I officially have the trademark for hot girls read in the following categories: bookmarks, stickers, notebook covers, book covers, notepads, sweatshirts, t-shirts, hooded sweatshirts.…so if that is you please remove those listings from ur site as soon as possible. With love!!!!!”
The book community did not take kindly to Mitrovich’s trademark, with several small businesses responding by selling merch donning phrases such as “Hot Girls Don’t Trademark Public Domain” and “Hot Girls Don’t Trademark Common F*cking Phrases.” (Common phrases are not necessarily in the public domain, but the message still stings.)
Fantasy author Michele Khalil even started a GoFundMe titled “Stand with Small Book Creators Against Trademark Abuse” to formally challenge Mitrovich’s trademark. In the GoFundMe description, Khalil states that a trademark attorney advised them to gather evidence of “Hot Girls Read” being used by other businesses prior to 2021 before filing a cancellation petition with the Trademark Trial and Appeal Board (TTAB).
Following the backlash, Mitrovich announced on June 8 that she surrendered her trademark registration of “Hot Girls Read.” She shared this as part of an apology video, stating, “I’m so sorry to every small business that I harmed in doing this. The decision was made more as a business strategy decision than a human being decision. And I take full accountability for that. That was entirely wrong on my end. I hear you, and I take that on the chin 100%.”
She also denied allegations that she had sent formal cease-and-desist letters and private messages to Etsy sellers. “At the end of the day, I care most about community over anything when it comes to my business,” she continued.
The comments on Mitrovich’s apology video are brutal. While some applaud her public apology, the book community at large doesn't seem quick to forgive. It’s possible this trademark faux pas could have a lasting reputational and financial impact on her business and brand.
Should I Trademark? The Pros and Cons
A business owner can trademark a word, phrase, or logo for commercial use in specific categories, as Mitrovich did. While this does give you the legal right to challenge “confusingly similar” copycat products, it doesn’t grant you complete ownership of the mark in every situation. Perhaps most importantly, you’re also on the hook to enforce your trademark, which requires constant monitoring, sending cease‑and‑desist letters, and sometimes paying thousands in legal fees to pursue infringement claims.
Many business owners assume that once you get a trademark, the legal journey is over. This is not true. Trademark rights require constant enforcement, and the USPTO does not do it for you.
Business owners should do more than simply search the USPTO trademark database when pursuing a trademark registration. You should also scour the internet and socials to check for prior use of the mark. So while Mitrovich technically could register a trademark for “Hot Girls Read,” she’s not the first one to use the phrase. And this means she must be ready for others to challenge it, which, as we’ve seen this week, other small business owners weren’t afraid to do.
So, should you trademark a catchphrase?
The Pros:
- A registered mark gives you clearer legal rights to challenge similar products in your category.
- Registration signals professionalism and can make way for partnerships, licensing, and retail opportunities.
- You lock down the name or phrase for the specific goods or services you sell.
The Cons:
- Monitoring the marketplace, hiring an attorney, and pursuing infringement can cost a significant amount of time and money.
- You (or your lawyer) are responsible for policing misuse, sending demand letters, and documenting conflicts.
- If someone used the mark before you, they can oppose or cancel your registration, even after it’s been approved.
