York quipped that the best one he heard was "Field of Jeans." "Big Button Fly" and "The Big Zipper" were others suggested by the deluge of the late-night comedian want-to-bes.
While we were all joking, Levi apparently was taking notes.
The jean company applied for a trademark on the "Field of Jeans" phrase, Mike Rosenberg of the San Jose Mercury News reported this week.
Levi also applied for a trademark of the phrase, "Win One for the Zipper," which CEO Chip Bergh joked a coach could say in the locker room.
The moral of the story here is if you say anything good, trademark it -- it apparently costs $350 to apply, if you were wondering. If not someone else probably will.