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Home / Entertainment / Kim Kardashian's new brand "Kimono" gets a lot of backlash

Kim Kardashian's new brand "Kimono" gets a lot of backlash



Kim Kardashian West's new shapewear brand Kimono has lived less than 24 hours – but it has already upset many people.

Kardashian West joined Twitter on Tuesday to introduce their latest product line. "Kimono is my vision on shapewear and solutions for women who actually work," she wrote.

The problem? "Kimono" is already a word. And it means something completely different.

The dictionary defines "kimono" as "long 'loose, traditional Japanese dress with wide sleeves and sash'.

And now Kardashian West has apparently introduced it as a trademark. A search in the United States' Electronic Trademark Search System (TESS) seems to confirm this – there are several live entries for 'Kimono', all of which are linked to Kardashian West's new Kimono Intimates brand. They all relate to fashion, fashion accessories and lingerie, and they were all submitted just over a year ago.

Mashable appealed to a professor of commercial law at a UK university to ask for the legitimacy of branding an already existing word, and they stated that it may be okay, assuming the product is not associated with the term and consumers are not deceived by the use.

Aside from legality, many people have called the brand for their appropriation of Japanese culture.

Mashable has asked the representatives of Kardashian West for a comment.

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