Kim Kardashian recently filed a trademark for the name of her new shapewear line and — shocker — it’s incredibly offensive.

The line is going to be called Kimono, you know, as in the traditional Japanese garment.

Of course, once word got out, the internet pretty much went crazy. #KimOhNo trended on Twitter as Japanese American women and allies expressed their horror over Kim’s naming choice.

Kim has since responded to the backlash and said in a statement,

“My solutionwear brand is built with inclusivity and diversity at its core and I’m incredibly proud of what’s to come.”

She added,

“I understand and have deep respect for the significance of the kimono in Japanese culture.”

kim kardashian kimono
Kim’s new shapewear collection / Facebook

In her original statement, Kim said that she had no intention of changing the name. But a few days later, she changed her tune.

She took to Twitter and wrote,

“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.”

This is pretty much the Kardashian-Jenner M.O.: do something offensive, respond without an actual apology, and then go about their merry way.

We’ve seen it time and time again with Kendall Jenner’s Pepsi ad (she still hasn’t technically apologized), Kim’s blackface, and Kylie’s *numerous* instances of cultural appropriation. And that doesn’t even begin to cover it all.

The strange thing is that each time a KarJenner pulls a stunt like this, the internet reacts with shock and awe all over again as if they’re surprised by the behavior.

It seems pretty obvious though: the KarJenners are doing it on purpose.

Listen, the clan’s momager Kris Jenner is quite a shrewd businesswoman. And Kim is no dummy herself. So it’s pretty safe to assume that they know exactly what they’re doing.

kim kardashian shapewear
Kim’s new shapewear collection / Facebook

The Kardashian-Jenner motto is “no press is bad press” and they’re pretty much banking on your reaction. Trending on Twitter is a win in their book, even if it’s for something despicable. Either way, people are talking, right?

At this point, the women pretty much have their business down to a science. And it’s working. Forbes named Kylie the youngest “self-made” billionaire. Khloe has become a jeans mogul. Kendall has worked with some of the top designers and has a new hip oral care line out. And Kim has more businesses than you can count. Oh yeah, and their show Keeping Up With The Kardashians is currently in its 16th season.

The Kardashian-Jenners have made bank on cultural appropriation and they’re not even sorry. So let’s all put our “shocked” faces away because it should be clear at this point that the KarJenners are loving every moment of it.

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