‘INVISAGRILLZ?’ Invisalign Maker Files Trademark After Pharrell’s Met Gala Gold Grill Reveal
Just days after Pharrell Williams turned heads at the Met Gala with a sparkling gold grill — which he said was made using his Invisalign trays — the company behind Invisalign has filed a trademark application that suggests it’s ready to lean into the bling.
Align Technology, Inc., the orthodontics giant known for its clear aligner systems, submitted a trademark application on May 16 for the name ‘INVISAGRILLZ.’ According to the filing, the company intends to use the name for “jewelry that fits over the teeth.”
The move is surprising for a brand associated with clinical precision and straight smiles. But it may also be strategically savvy. Grills — decorative covers worn over teeth — have seen a resurgence thanks to celebrities and TikTok trends. Pharrell’s reveal that his custom gold grill was formed using his Invisalign trays create a whole new potential market for the product.
The filing was made on an “intent to use” basis with the U.S. Patent and Trademark Office (USPTO), meaning that Align Technology has not yet launched the product but has a “bona fide intent” to do so in the near future.
From here, the trademark application will wait in line. It typically takes 6 to 8 months for the USPTO to review new filings. If approved, Align Technology will then need to prove it is actually using the ‘INVISAGRILLZ’ name in commerce before it can receive a full registration.
Does Align Technology really intend to offer an ‘INVISAGRILLZ’ product?
In order to file a trademark application, Align Technology had to submit a sworn statement to the USPTO indicating it genuinely intends to offer the ‘INVISAGRILLZ’ product to consumers.
Because of the need to submit a sworn statement to this effect, trademark applications are usually only filed when a company genuinely intends to bring a product to market.
Here is the declaration for the ‘INVISAGRILLZ’ application:
Whether this marks a bold new era of fashion-forward orthodontics or just a viral one-off remains to be seen.
But one thing is clear: Align Technology doesn’t plan on missing the chance to ride this unexpected wave of dental flair.
Josh Gerben, Esq.
Josh Gerben, Esq. is a nationally recognized trademark attorney and the founder of Gerben IP. Since launching the firm in 2008, he has overseen the registration of over 10,000 trademarks and handled over 1,500 trademark disputes. Josh's practice focuses on building and defending global trademark portfolios for clients. These clients include entrepreneurs, private equity-backed businesses, athletes, celebrities, and public companies. Frequently quoted by major media outlets like CNBC, CNN, The New York Times, and The Wall Street Journal, Josh is widely regarded as a leading authority in trademark law.
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