Kim Kardashian revealed her new shapewear line yesterday, and Twitter was not happy about the name.

The controversy began when the social media mogul took to the site to announce her latest brand Kimono Solutionwear. The company shares its name with the kimono – a traditional Japanese garment with history tracing back as early as the 700s.

“I’ve been passionate about this for 15 years,” the reality star wrote. ”Kimono is my take on shapewear and solutions for women that actually work.”

Finally I can share with you guys this project that I have been developing for the last year.

I’ve been passionate about this for 15 years.



Kimono is my take on shapewear and solutions for women that actually work.



Photos by Vanessa Beecroft pic.twitter.com/YAACrRltX3 — Kim Kardashian West (@KimKardashian) June 25, 2019

The brand’s title has drawn accusations of cultural appropriation – especially when Business Insider reported Wednesday the reality star applied to trademark the word “kimono” in a specific font.

“Been here since kimonos were still part of Asian culture and heritage, and not rebranded by American billionaires for more money...” one Twitter user wrote.

Many Japanese Twitter users wrote they took particular offense that Kardashian reportedly wanted to trademark the word.

“Your underwear is very nice, but please do not register it as Kimono,” another wrote. ”Please do not monopolize our Japanese culture Kimono as your trademark.”

#KimOhNo was a trending hashtag on Wednesday.

“I feel very sad that the name ‘Kimono’ is being used to something completely different from what we Japanese know about it,” another person wrote. ”Kimono is Japanese traditional clothes and we are very proud of its history and culture. I’m sorry but I feel this name choice is simply ignorant. #KimOhNo”

Kardashian, however, is no stranger to controversy. Last year, the star took heat for posting a Snapchat video in braids. Kardashian called them “Bo Derek Braids,” after the white ‘80s film star, though the style originated in Africa. Despite the backlash, Kardashian wore the same braids again to the 2018 MTV Movie & TV Awards.

Kardashian also drew criticism for posting a photo of herself in Indian head jewelry on Instagram last April.

USA TODAY has reached out to Kardashian’s reps for comment.

Read more at usatoday.com.