Ye can't sell 'White Lives Matter' shirts — 2 Black radio hosts own the trademark During Paris Fashion Week, the rapper Ye, formerly known as Kanye West, hosted a "secret" catwalk event where models wore T-shirts displaying the phrase "White Lives Matter."Now, anyone trying to sell a White Lives Matter shirt or use the phrase for monetary gain will be handed a cease-and-desist letter by two Black radio hosts who own the trademark.A listener of the show reached out to them and told the hosts that they had acquired the trademark to White Lives Matter but thought protection of the phrase was better left in the hands of Ja and Ward."For us, it's about giving people back a little bit of hope when they're dealing with hopelessness, giving people a little bit of a silver lining," said Ja."If we feel like someone is profiting from, you know, the sale of any clothing, ... our federally protected trademark, we can sue them and recover damages, and we can sue for copyright infringement, which allows that lawsuit to get a lot bigger," Ja told NPR."