Haley Bieber no longer has competition when it comes to her “Rhode” brand name trademark and its head-to-toe merchandise potential. Already, her business empire is showing signs of striking back with clothing that matches her sold-out cell phone cases and lip tints.

Last week, the original Rhode clothing brand announced it was shutting down after a decade in business. Co-founders Purna Khatau and Phoebe Vickers opened Rhode's doors in 2014 to offer hilarious printed vacation dresses and matching sets. The line eventually landed in the closets of Beyoncé, Tracee Ellis Ross, and Rihanna, as well as on Target shelves in a 2023 collaboration. 2022 saw the launch of Haley Bieber's skincare label, and the designers asked her to change the brand name to asked her to change the name. In court filings, they argued that the two brands “cannot coexist without confusion” and that Bieber's brand infringed on the ready-to-wear company's trademark rights. They also stated that Bieber had approached them several years ago about buying their brand name

and that they had been contacted by Bieber to buy their brand name

and that Bieber's brand name had been used in the past by a law firm.

According to law firm The Fashion Law, the Rhodes reached a settlement in July 2024 and agreed to drop their claims. cut in December: The Rhodes' co-founders announced in a statement that they were closing the label. They wrote in their joint statement, “This was not an easy decision for us, but in the end, new and exciting dreams are calling us forward.” A few days later, Bieber's fans caught wind that the Skincare Rode trademark had been updated to include the new category.

A search for “Rhode” on the U.S. Patent and Trademark Office website reveals that Rhode, formerly a skincare-only brand, now has registered trademarks for several new product categories. Women's apparel, including “dresses, pajamas, pants, tops, shorts, track pants, sweatshirts, t-shirts, shorts, sweaters, and jackets,” as well as children's apparel in the same field, are registered. Rohde's new legal documents also list trademarks for hair accessories (“hair scrunchies”), blankets, towelettes, and Christmas ornaments. There are also signs of pop-up and permanent stores, in addition to Mrs. Beaver's activities in New York this summer by Pocket Brush. Another registered trademark application covers “retail store services,” including the sale of clothing, accessories, shoes, and interior decorations.

Rohde did not respond to Marie Claire's request for comment on whether and when Haley Bieber would make the fresh trademark application an actual product. That leaves the door open to at least imagine what a wearable complement to Rohde's barrier butter and cleansing milk might look like in the meantime. Given Haley Bieber's penchant for boxy jackets and tiny athletic shorts, the Pilates Princess uniform seems like a promising start. Of course, her coveted beauty mogul wardrobe of Phoebe Philo dresses and Saint Laurent suits would also make a good mood board for cool-girl Aritzia and Everlane's workwear contenders.

Once Rohde's clothes appear, they will be productive. In the two short years since its launch, Bieber's label has already debuted 10 different products, in several shades and flavors; in an interview with WWD, Bieber admitted that her label's sales are likely to exceed $100 million by 2024. While running a clothing business is not much like running a beauty business (from how raw materials are sourced to how they are shipped and sold), Bieber's track record of influential flair will no doubt lead to a glut of products flying off the hanger.

Some trademark applications languish in bureaucratic purgatory for years before seeing the light of day. Reputation (Taylor's version) is having a hot minute with no meaningful movement toward re-releasing the album. Others are created solely to secure the right for celebrities to try out new products and then expire.

But as avid fans know, trademarks are usually the first breadcrumbs in a trail that leads to a big business venture. For example, fragrance hounds caught Bella Hadid's fragrance line Ôrebella earlier this year after poking around her nascent beauty brand under the .gov trademark. So maybe Haley Bieber is just making room for a final clothing line without actually designing anything. But it's not a stretch to predict that before long, we'll be wearing Rohde (the Bieber version) from head to toe.

That said, given the thousands of fashion brands in the same category coexisting in the market and how many independent labels addressing the middle-class fashion market have closed in 2024, it's a shame Rhode's name wasn't big enough for two after all.