wsjmag: “You would think we would have obvious…


“You would think we would have obviously thought it through a little bit deeper,” Kim Kardashian told us about the name she had chosen for her latest venture, a shapewear and lingerie line. “I’m the first person to say, OK, of course, I can’t believe we didn’t think of this. I obviously had really innocent intentions. But, let’s listen. And I want to really listen. And I want to really take it all in.”⁠⠀
It was around noon on Friday, June 28, when Kardashian West realized it was time to cave. After three days of being globally thrashed, she decided the name Kimono had to go.⁠⠀
The line needed a new name, one that didn’t trigger accusations of trying to profit from a traditional article of clothing considered to be a treasured symbol of Japanese heritage. It needed to conjure up an image of Kim-ness, but also to signify the wide range of sizes, shapes and skin tones that Kardashian West, 38, had made an integral part of the brand concept. ⁠⠀
We talked to Kardashian West about how she and a team of blue-chip investors are trying to salvage their claim to a piece of the $83 billion industry. 

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