Kim Kardashian's new 'Kimono' brand is getting a lot of backlash

Kim Kardashian West's new shapewear brand, Kimono, has been live less than 24 hours -- but it's already angered a lot of people.

Kardashian West took to Twitter on Tuesday to announce her latest range of products. "Kimono is my take on shapewear and solutions for women that actually work," she wrote.

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

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The dictionary defines "kimono" as "a long, loose traditional Japanese robe with wide sleeves, tied with a sash."

And now, Kardashian West has apparently trademarked it. A search of the United States' Trademark Electronic Search System (TESS) appears to confirm this -- there are several live entries for "Kimono", all tied to Kardashian West's new Kimono Intimates brand. They all relate to fashion, fashion accessories, and lingerie, and they were all filed a little over a year ago.

Mashable reached out to a professor of commercial law at a UK university to ask about the legality of trademarking an already existing word, and they explained that it can be OK, providing the product is unrelated to the term and consumers won't be deceived by the use.

Legality aside, though, many people have called out the brand for its appropriation of Japanese culture.

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Mashable has reached out to Kardashian West's representatives for comment.

UPDATE: June 28, 2019, 8:15 a.m. BST Kardashian West has responded to the backlash with the following statement:

“I understand and have deep respect for the significance of the kimono in Japanese culture and have no plans to design or release any garments that would in any way resemble or dishonor the traditional garment. I made the decision to name my company Kimono, not to disassociate the word from its Japanese roots but as a nod to the beauty and detail that goes into a garment. Filing a trademark is a source identifier that will allow me to use the word for my shapewear and intimates line but does not preclude or restrict anyone, in this instance, from making kimonos or using the word kimono in reference to the traditional garment. My solutionwear brand is built with inclusivity and diversity at its core and I’m incredibly proud of what’s to come.”

UPDATE: July 1, 2019, 3:30 p.m. BST Kim announced on Twitter that she will be changing the brand's name.

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