The Hype House is facing a major split as numerous members float a new, competing group to TikTok's most notable collective
, a 21-year-old vlogger who is widely considered to be the group's co-founder, along with 17-year-old TikTok prodigy Chase Hudson. Per Petrou's Instagram bio, he is also the Hype House's "manager."
"Daisy is establishing a new house, and it's unclear, you know, based on ongoing trademark disputes, whether the new house will have a Hype House name or another name," Chris Young, Keech's lawyer, told Insider. This week, in a private conversation with Cole Hudson, Young said he sought to clarify Keech's reasons for pursuing the trademark. According to Young, Keech filed the application mainly as a protective and preventative measure against intellectual property squatting. Afterward, she hoped the group would be able to collectively agree upon each person's business ownership percentage.
After learning The Hype House will be launching its debut line of 90s-inspired merchandise later this month, Young sent a cease and desist letter to Petrou asking him to obtain Keech's consent before using the trademark. But, for the time being, Petru is moving forward with the project as planned. On Tuesday, a first look at the line was released on Instagram.
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