Side-by-Side: Kylie Jenner's 2019 'Rise and Shine' Vs. 2025 Aire Remake
By James H. Sterling
The speed with which Jenner capitalized on the original video rewrote the rules for celebrity merchandising. Instead of ignoring the internet's parody, Jenner leaned hard into it. On October 17, 2019, just seven days after the video aired, her team launched two official hooded sweatshirts on her online store. Priced at $65 each, featuring her face inside a sun graphic and the words printed down the sleeves, both designs sold out in minutes.
Her business management followed with trademark applications covering apparel, cosmetics, and accessories through the United States Patent and Trademark Office. The move generated swift pushback from small businesses already using the common phrase, showcasing the aggressive intellectual property defenses standard in the Kardashian-Jenner empire. While some trademark filings were later abandoned or narrowed after public scrutiny, the episode established how rapidly social chatter can be converted into tangible retail revenue.
James Sterling reports on renewable energy developments, climate policy, ecological conservation, and green tech innovations around the globe.
