“We wear kimonos to celebrate health, growth of children, engagements, marriages, graduations, at funerals. It’s celebratory wear and passed on in families through the generations,” one Japanese woman, Yuka Ohishi, told the BBC.
“[This] shapewear doesn’t even resemble a kimono – she just chose a word that has Kim in it – there’s no respect to what the garment actually means in our culture.”
But Japanese people on social media have said the trademarked brand disrespects traditional clothing.
The kimono, a loose long-sleeved robe typically tied with a sash, dates back to 15th Century Japan.
Considered the national dress of Japan, it is now mostly worn during special occasions.
The reality star said the label, launched on Tuesday, is inclusive and “celebrates and enhances the shape and curves of women”.
Kardashian West sought to trademark the Kimono brand last year in the US. She has also filed trademarks for “Kimono Body”, “Kimono Intimates” and “Kimono World”.
The underwear, designed to create smooth lines under clothing, is available in several different colours.