Everything We Know About Kylie Jenner’s New Brand

There’s definitely a black trench coat involved…

Kylie Jenner is famously the most mysterious of all the Kardashians (I mean, who could forget her secret pregnancy?!). So when she shared a cryptic Instagram photo of herself sitting on the floor in a long, black leather trench coat on October 24, with a caption that simply read, “Meet Khy,” it was clear the young star was up to something. Turns out, this time it’s not a baby, but a new fashion brand.

While the details are still a little foggy, Jenner did drop a few breadcrumbs in her cover interview for WSJ. Magazine’s Innovator’s Issue. And in true Kardashian fashion, controversy promptly ensued. So why is the Internet already freaking out? Here’s everything we know about Kylie Jenner’s Khy so far.

What exactly is Kylie Jenner’s Khy?

Following her four other brands (Kylie Cosmetics, Kylie Skin, Kylie Baby and Kylie Swim), the business mogul’s latest enterprise, Khy (which is a play on her nickname), is a clothing line based on the 26-year-old’s “personal wardrobe.” The brand aims to provide accessible staples and investment pieces that draw inspiration from Jenner’s “different moods” at a reasonable price point — currently, all pieces from its first drop are under $200 USD and are available in sizes ranging from XXS to 4X.

While it seems to be following the typical structure of the family’s other majorly successful brands —Kris Jenner and couple Jens and Emma Grede (of Kim Kardashian’s Skims and Khloé Kardashian’s Good American) are all co-founders — there is a unique aspect to Khy that sets it apart from many of the Kardashians’ other projects. According to the WSJ, Khy will feature collaborations with “different designers and concepts” for each of the brand’s new collections throughout the year. This tradition has already begun as it’s been announced that Berlin-based brand, Namilia, is spearheading the line’s first drop.

What does Khy’s first collection look like?

Khy’s debut collection has been teased to be the marriage of Jenner’s mid-2010s, edgy “King Kylie” Tumblr-famous era  (which the businesswoman says is who she still “is at [her] core.”) and designer Namilia’s provocative, gender-neutral aesthetic.

From the glimpses we’ve seen so far, Khy’s first drop certainly seems to be living up to “King Kylie’s” fame with lots of dark leather pieces, including pants, tops and a dramatic oversized trench coat. It’s also been revealed that Jenner has already worn some of the collection’s pieces out, such as the strapless zip-up black leather dress she donned to her sister Kim’s birthday party last week.

When is Khy being released?

Khy is set to launch on November 1. Right now, fans can sign up at khy.com for exclusive early access as well as email and text updates from the brand.

Why are Kylie Jenner and Khy already facing backlash?

It’s not unusual for a new Kardashian product to generate some controversy, but there have been several social media users who have publically expressed their disdain for Khy since its announcement.

To begin, some users have passionately shared their feelings that Khy’s product quality won’t live up to its price tag. In doing so, they’re specifically citing the Kylie Swim controversy of 2021, when disappointed shoppers took to social media to call out the brand for its “horrendous” and “cheap” pieces. Jenner never publicly responded to the outrage over Kylie Swim and the brand hasn’t released a new collection since 2022.

“Her swimsuits were a mess, I’m supposed to believe she can make clothes? anyone who keeps buying from this family enjoys getting scammed,” wrote one commenter on a Khy Instagram post.

“How is this ‘accessible’ pricing? Asking for a friend…” complained another user on the collection’s  pricing strategy.

Others have expressed concern over Jenner allegedly stealing designs for Khy’s first launch from a small Paris-based designer, Besty Johnson (not to be confused with the Betsey Johnson).

On October 25, Johnson took to their Instagram story as they shared a series of posts explaining the interesting similarities between their recently launched brand, “Products ltd.,” and Khy’s first collection. Johnson even alleged that she sent Jenner and her team a line sheet approximately six months ago. Jenner has not yet publicly responded to these accusations.

On the other hand, some fans do seem to be genuinely excited about Jenner’s new brand, especially since the reality star has undergone a Sofia Richie Grainge-esque makeover.

“This is fire. I have no idea what it is but, it’s hot,” shared one TikToker.

Despite the backlash, it’s no surprise that the line is still highly anticipated. Jenner has had huge success with her past brands, and it’s looking like Khy will likely follow suit after its Instagram page gained over a hundred thousand followers in a matter of days.

One thing’s for sure; we’ll be keeping an eye out on November 1 for Kylie Jenner’s Khy debut collection and we’ll be watching to see what’s next for the new brand.