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Kim Kardashian drops plans to call new fashion brand Kimono Solutionwear

Casey Baseel Jul 2, 2019
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Angry response causes lifestyle entrepreneur to backtrack from first-choice of name for new innerwear line.

Last week, media personality and lifestyle entrepreneur Kim Kardashian announced her latest fashion venture, a new line of contouring innerwear. But while the product itself wasn’t particularly notable, the name Kardashian chose for it quickly attracted a huge amount of negative attention.

The line was to be called Kimono Solutionwear, a play on Kardashian’s first name and the word kimono, Japan’s traditional robe-like outerwear garment. Kardashian claimed to have secured a trademark for “Kimono Solutionwear,” and to be in the process of doing the same for “Kimono Body,” “Kimono Intimates,” and “Kimono World.”

The announcement was quickly met with an angry backlash as critics, both abroad and in Japan, pointed out that the planned fashion line has nothing to do with kimono or traditional Japanese apparel. Even the mayor of Kyoto got involved, sending a letter to Kardashian (which the mayor also posted through his personal Facebook account) asserting that “the names for “Kimono” are the asset shared with all humanity who love Kimono and its culture” and inviting Kardashian to visit Kyoto and experience Japan’s fashion traditions first-hand.

The collective response has apparently been enough for Kardashian to rethink her branding plan, as on July 1 she announced that she will not be moving forward with her plan to trademark Kimono Solutionwear and the other kimono-inclusive terms, and will instead be renaming the brand entirely.

View this post on Instagram

A post shared by Kim Kardashian (@kimkardashian)

Kardashian’s statement reads:

“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.

When I announced the name of my shapewear line, I did so with the best intentions in mind. 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.”

Meanwhile, for those interested in authentic kimono fashion, with summer here it’s the perfect time to wear yukata (summer kimono) at a Japanese festival or fireworks show, and if you’re wondering how you’re supposed to tie the sash, we can show you kimono-loving guys and girls how to do it.

Source: Instagram/kimkardashian via Fashion Snap
Top image: Pakutaso
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