Because it's Kimono, get it?
Kimono, which means “thing to wear” in Japanese, is a type of traditional outfit worn in Japan, featuring wide sleeves on a long, loose robe that is that bound by a sash. The garment is worn typically by women.
However, Kardashian-West decided to file for a trademark of the word for her new brand, using it as a pun on her first name.
As soon as she announced the launch on Twitter, people immediately responded accusing the celebrity of being "arrogant” and pleading with her to change the name.
Those outraged by the name even coined a hashtag “KimOhNo” as a play on the pronunciation of the word.
But some on Twitter defended Kardashian for her trademarking the word Kimono.
Kardashian-West has yet to respond to the backlash, but this is not the first time she has been accused of cultural appropriation.
“She’s done appropriating black culture, now she’s moved onto south Asian,” one critic wrote.