Kim Kardashian drops 'Kimono' brand name after backlash, will relaunch shapewear line with new name: 'I am always listening'
The 38-year-old reality queen announced on social media Monday morning that she will "be in touch soon" to reveal the new brand name.
Kim Kardashian who was recently accused of cultural appropriation for her shapewear brand — controversially named Kimono — has decided to change the name just days before its launch.
The 38-year-old reality queen announced on social media on Monday morning that she will "be in touch soon" to reveal the new brand name.
“Being an entrepreneur and my own boss has been one of the most rewarding challenges I’ve been blessed with in my life. What’s made it possible for me after all of these years has been the direct line of communication with my fans and the public. I am always listening, learning and growing – I so appreciate the passion and varied perspectives that people bring to me,” Kardashian wrote on Instagram.
“When I announced the name of my shapewear line, I did so with the best intentions in mind," she continued. "My brands and products are built with inclusivity and diversity at their core and after careful thought and consideration, I will be launching my Solutionwear brand under a new name. I will be in touch soon. Thank you for your understanding and support always.”
Touted as "solutionwear", the reality star's fashion line consists of thongs, bras, bodysuits, waist trainers, bikini briefs, thermal leggings, et cetera — all retailing from $22 to $98. As the brand continues to expand, the apparel will be sold in sizes XXS to 4XL and in nine or more different tonal colors.
Kardashian was heavily criticized online for using the word 'Kimono' — a traditional Japanese clothing item — as the name of her brand. However, the line received much positive feedback from critics.
“Anyone else mad that Kim K really has a new brand called ‘Kimono’????” one commenter asked on Twitter. “Like?? How is her shapewear even connected to Japan? I’m mad.”
“First of all everyone needs to understanding [sic] that her calling it ‘kimono intimates’ is an example of cultural appropriation, given she is not one bit Japanese nor oriental Asian, and that’s why [it] is insulting,” another user wrote when news of her Kimono trademark broke in 2018. “A kimono is not just a garment, there’s an entire meaning behind it, and to pathetically call it what Kim has called it really irritates me.”
In a statement to New York Times, Kardashian had defended the brand name. Kimono was meant to be “a nod to the beauty and detail that goes into a garment” and said she will not change the name or design any times that “resemble or dishonor the traditional garment.”
“I understand and have deep respect for the significance of the kimono in Japanese culture,” she said. “My solutionwear brand is built with inclusivity and diversity at its core and I’m incredibly proud of what’s to come.”
However, fans are already praising the KUWTK star for her decision to change her brand name.
“Yes, Kim! We all understand that you had absolutely no ill intent when naming the brand! But I really do applaud you for listening to the criticism and owning up to it,” one tweet read.
While another wrote: “Of course babe! At your core, you are so compassionate and kind. You never want to hurt others. I’m glad you listened to the feedback. I can’t wait for this product to finally launch.