Just as ill will toward Gene Simmons for his trademark attempt of the “I love you” hand sign was dissipating, the Demon of KISS has seemingly reopened Pandora’s Box. In a new interview, the musician claimed, “If I could, I would trademark the air you breathe.”

Similar to the iconic “devil horns” gesture, the “I love you” sign extends both the pinky and pointer fingers, but instead of tucking in one’s thumb, the thumb is extended as well. The symbol means many things to many people, which may be one reason why such an uproar was caused when Simmons attempted to trademark the hand sign for his own financial gain.

Simmons withdrew his trademark application just two weeks after filing it. It was unlikely to succeed in the first place since, hand gestures traditionally can’t be trademarked unless they are part of a logo.

When asked by Metro News about the backlash he faced for the trademark attempt, Simmons responded, “You can’t please everybody. Not everybody likes Jesus, either. Instead of worrying what people think, I just go my merry way and do whatever I want to do. If I could, I would trademark the air you breathe. Every breath. Yes, I would.”

On a recent episode of the Loudwire Podcast, we asked KISS bandmate Paul Stanley to share his opinions on the trademark attempt. “Gene elicits some very strong reactions from people. And what he does he does for the reasons that only he knows,” Stanley said. “I don't know why he pulled it, and I don't know why he started it … I haven’t asked him.”

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