But the announcement garnered mixed reaction both at home and in Japan, with some offering their criticism on Twitter using the hashtag #KimOhNo.
“She’s been to Japan many times. I’m shocked. She has no respect,” tweeted one user in Japanese.
“I like Kim Kardashian, but please pick a name other than kimono if it’s underwear,” wrote another.
“The Japanese government should file a protest against Kardashian,” wrote a third.
Kimono literally means “something to wear,” while Kardashian’s use of it appeared to be a play on her first name. The new line’s website offered no explanation, and Kardashian has yet to respond to her online detractors.