The internet has feelings about the name of Kim Kardashian-West's new shapewear line
- Kim Kardashian-West launched her new shapewear line Kimono Solutionwear on Tuesday.
- Kardashian-West wrote on Instagram that she would "always cut up my shapewear to make my own styles, and there have also been so many times I couldn't find a shapeware [sic] color that blended with my skin tone so we needed a solution for all of this."
- She also applied to trademarked a specific styling of the word "Kimono." A kimono is a traditional Japanese garment that dates back as early as the 1600s.
- The internet was quick to react to the announcement, calling Kardashian-West's branding "cultural appropriation."
- Visit Business Insider South Africa's homepage for more stories.
Kim Kardashian-West launched her new shapewear line Kimono Solutionwear to mixed reactions on Tuesday.
One of the critiques was of the brand's name - and an apparent application to trademark a "word mark" of "Kimono."
A kimono is a traditional robe in Japanese culture, with a history that dates back to 1615, according to London's Victoria and Albert Museum.
A search of the online database for the United States Patent and Trademark Office revealed that Kimono Intimates, Inc. - which TMZ reported in May is the name of Kardashian-West's lingerie line - applied to trademark a specific font version of the word "Kimono."
The application states, "The mark consists of the word 'KIMONO' in a stylized font."
In addition to this stylized "Kimono," trademark applications were submitted for "Kimono Body" and "Kimono World," as it applies to specific clothing, shapewear, accessories, clothing and other products (including kimonos).
Two other companies trademarked "Kimono" back in 2013, according to a search of the United States Patent and Trademark Office (a software company and a writing utensil sheath company), while others have applied.
Regardless, the internet was quick to react to the announcement, calling Kardashian-West's branding "cultural appropriation." One Twitter user simply reacted by saying, "Kim, oh no."
From my perspective of being a Japanese-American and having grown up with the cultural aesthetic and legacy, it is disrespectful to call these underwear "kimono." Kimono is a type of Japanese traditional robe that looks nothing like this. It just feels....disrespectful. https://t.co/ZFWYRmsnIx— æ¸¡é‚‰è‘‰ (@YoWatShiinaEsq) June 25, 2019
Chrissy Teigen, on the other hand, tweeted in response that Kardashian-West's new solution shorts will come in handy for her.
Oh my god I donâ€™t have to cut one side of my spanx anymore!!!!!— christine teigen (@chrissyteigen) June 25, 2019
In an Instagram post, Kardashian-West shared that she would "always cut up my shapewear to make my own styles, and there have also been so many times I couldn't find a shapeware [sic] color that blended with my skin tone so we needed a solution for all of this." The shapewear line would come in nine shades and sizes XXS to 4XL.
Kardashian-West also designed a "solution short" for all those times she "wanted to wear a dress or skirt with a slit and still needed the support," she wrote on Twitter.
Kardashian-West still has yet to announce an official launch date. INSIDER contacted Kardashian-West's representative for comment and will update as necessary.
Receive a single WhatsApp every morning with all our latest news: click here.
Also from Business Insider South Africa:
- Here’s what happens to you when you eat South Africa’s first ‘dagga pizza’
- Retrenchment tracker: South Africa’s big corporate job losses in 2019 - so far
- New competition may be launching – but South Africa’s Big 5 banks actually increased their dominance last year
- Panel beaters will now only release your car once your insurer has paid all bills
- Russia's new drone looks like a snowy owl, and it has a deadly purpose
- TymeBank is starting to look like a retirement village for Nedbank execs