Downtown bookstore Bookholders has officially trademarked the infamous phrase "Stick It In."
The Baltimore-based company issued a press release Tuesday saying its Blacksburg branch is preparing to make charitable donations off all earnings made by the “Stick It In” line of apparel.
While no mention of the trademark was made in the press release, Joe Verde, vice president of research and development for Bookholders confirmed yesterday that the trademark has been registered.
When asked why the company decided to trademark the phrase, Verde mentioned concerns over the company’s ability to market the popular chant.
“We had people come in about the trademark," Verde said. "We were worried about losing the right to do it. That’s when the managers, who are alumni of the school, came up with the idea. We’re in to selling books, and we thought this would be another great avenue to get people into the store.”
Rumors of the trademark have been circulating on Facebook, Twitter and Reddit for the past week.
While Verde is uncertain about how the rumors began, the topic of “Stick It In” t-shirts has been trending most notably in conjunction with one of Bookholders’ biggest Tech-apparel rivals, Campus Emporium.
Campus Emporium began releasing cryptic posts on their Facebook wall a week ago.
“Sorry if we've acted weird over the last few days about certain items in our store. We can't really say much, but please trust we did what we had to do and are currently doing everything we can,” posted Campus Emporium on Oct. 17.
While no other information has shed light on this mysterious post, comments and tweets from fans of the local store have voiced negative opinions toward Bookholders for having created the trademark.
Campus Emporium has said its “Stick It In” T-shirts are no longer for sale, saying in a Twitter post “Who knows what the future holds…”
Outside of social media forums, Campus Emporium has had only this to say on the topic of the trademark, in a release made directly to the Collegiate Times.