BRAND NEW ON E!
Question: is it less humiliating to have your attempt at trademarking your nickname rejected because a clothing company got there first, or because you share a moniker with a fictional swimming cat?
That's for the Jersey Shore kids to decide amongst themselves, as The Situation has joined Snooki in becoming the latest guido/ette to have his crack at name domination shot down.
According to The Smoking Gun, Mike "The Situation" Sorrentino's application to trademark his nickname was rejected by the U.S. Patent and Trademark Office. Because it was too similar to "Situation," a trademark given to a Memphis retailer.
An attorney for old golden abs argued that there would be no confusing the two, particularly since the Sitch wasn't interested in opening a clothing store, and instead would be using his trademark to expand his "well known persona and fame."
Though to be honest, we're not sure how much more expansive the 29-year-old can get before his 15 minutes run out. As it is, for now he'll just have to make do with the estimated $5 million a year his endorsement deals and reality paycheck bring him.
The poor dear.
As it happens, his troubles are about to grow a litle more, as just last week another man sent the patent office an application in a bid to try and trademark the name "Sorrentino" for a clothing line. Some guys just can't win.
See what happened when the Jersey Shore hit Hollywood.