Research of the platform WorldTrademarkReview shows that the trademark I CAN’T BREATHE has been registered in the US by various commercial figures. Bettina Horton from Atlanta sees something in the brand I CAN’T BREATHE for T-shirts. The same goes for Marrel Young from LA. It will be exciting to see who has the oldest rights, because both trademarks were applied for on 31 May. Niccolo Oppoliti from New York has also applied for the trademark for T-shirts, but complements it with hats.

George Floyd


The company Nu Lifestyle Marketing from New Jersey is taking an entirely different approach and plans to sell face masks with the slogan ICB I CAN’T BREATHE. The trademark was applied for on 1 June.

I Can't breathe


In Europe, someone even dared register the name George Floyd as a trademark. The London-based IDIPM company is trying to register the George Floyd brand for clothing, toys, coffee, beer, spirits and ice cream. ‘Good afternoon! Hot, isn’t it? Could I please get a George Floyd ice cream?????’


Now we can have some understanding if someone registers the name Cecile the Lion as a trademark at the moment a lion named Cecile is shot dead in Africa. But how do you get it into your head to try to claim the name George Floyd as a brand? Of course, such a filing is not only reprehensible, it’s also pretty stupid. Because you can be sure that the European Trademark Office will reject the registration on the grounds that the trademark is contrary to public order or morality. Which means IDIPM pays costs, but does not get a registration.


Although it almost goes without saying: Chiever expresses its support for the BLM movement and opposes any form of discrimination.