The model's newly-launched 818 Tequila is coming under fire for gentrification.

<p>Another day, another <a href="https://www.lofficielusa.com/pop-culture/north-west-kim-kardashian-painting">Kardashian&nbsp;family drama</a>. The famous clan is no stranger to controversial business ventures, and the latest comes in the form of Kendall Jenner&#39;s newly-announced tequila brand, 818.</p>

<p>Named after the Calabasas area code, the tequila has been a work in progress for nearly 4 years. After dozens of trips to the distillery and winning several blind world tasting competitions, Jenner is finally ready to present her project to the world. &quot;This is all we&rsquo;ve been drinking for the last year and I&nbsp;can&rsquo;t wait for everyone else to get their hands on this to enjoy it as much as we do,&quot; Jenner said on <a href="https://www.instagram.com/p/CLXIC-VDSVz/">Instagram</a>.</p>


Screen Shot 2021-02-18 at 9.17.15 AM.png

kendall-jenner-tequila.jpg

<p>However, the tequila brand is coming under fire for cultural appropriation and erasing Latinx contributions to both the Mexican region where the spirit is distilled and the San Fernando Valley from where it takes its name.</p>

<p>While 818 is indeed the area code for the wealthy area of Calabasas, where Jenner grew up, the San Fernando Valley also contains some of the poorest areas&nbsp;in <a href="https://www.lofficielusa.com/fashion/laure-heriard-dubreuil-fashion-styling-los-angeles">Los Angeles</a>, and has a large population of Mexican and Central American immigrants. Though several other celebrities like Nick Jonas and George Clooney also have their own brands of tequila, Jenner&#39;s new venture has sparked a major debate about gentrification.&nbsp;</p>


<p>Twitter users point out that Jenner is <a href="https://www.lofficielusa.com/fashion/controversial-moments-fashion-history">erasing the culture</a> of the area to appeal to the wealthy white tequila drinkers she hopes might buy 818, at the expense of the people from whom the spirit originated.</p>

<p>Instead, they encourage people to avoid celebrity-backed brands altogether, and opt to support smaller companies owned by Mexican families.&nbsp;</p>


Kendall Jenner's New Tequila Brand is Already Stirring Up Controversy

L'OFFICIEL USA December 2024 - Julianne Moore Cover

Kendall Jenner's New Tequila Brand is Already Stirring Up Controversy

Tags

Related Articles

Fashion Week

Kendall Jenner Shares What Gets Her Through Fashion Month

Fashion

Kendall Jenner’s Best Bikini Moments

Fashion

When Kendall Met Russell

Recommended posts for you

Fashion

Mariah Carey Signs off for the Holidays With Chic Aspen Look

Pop culture

How the Royals Are Spending Christmas 2024

Fashion

The 28 Best Dressed Actors and Musicians of 2024

Fashion

See the Most Iconic, Unforgettable Runway Shows From 2024

Fashion

Calvin Klein Reveals Details on Its 2025 Return to New York Fashion Week

Fashion

How to Channel Dua Lipa's NYE Style? 7 Celebrity-Inspired Party Outfits

Shopping

19 Chocolate Brown Accessories You'll Want to Keep Forever

Travel & Living

The 'Mastery and Risk' in Making Vintage Champagne, According to Dom Pérignon