After weeks of teasers and subtle hints, Kylie Jenner officially dropped a new collection on April 28—along with a major rebrand of her label, Khy.
The “Born in LA” collection marks a shift toward elevated basics, featuring pieces like the “Sunset Studded” denim, the “Echo Tee,” and classic denim jackets. Designed, produced, and hand-finished in Los Angeles, the line leans into a more relaxed, minimalist aesthetic.
Standout items include the Sunset Studded low-rise jeans in Cloud Wash, Beverly Denim, and everyday staple tees meant to anchor a long-term wardrobe.
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Kylie Jenner Rebrands Khy With 'Born in LA' Collection
The rebrand reflects the mom of two's move away from Khy’s previous model, which focused heavily on trend-driven, collaboration-based drops with lesser-known labels.
Instead, she’s aiming to establish a more permanent, identity-driven fashion brand.
In an interview with Vogue, Jenner explained the inspiration behind the shift: “The starting point was, what is Khy in a physical place? And there was nothing that came to the top of my head. So we started to think—what are we? What are our colors? And we started from there.”
The makeup mogul added that while she enjoyed past collaborations, her vision has evolved. “My style is always evolving. I think everything is a learning process,” she said. “I loved all our collaborations… but I want Khy to feel permanent versus trend-based. I want to really define who we are.”
The 28-year-old also emphasized that customer feedback played a major role in the new direction. “I’m listening to my friends. I’m listening to everyone on my team, my customers. I think we’re really trying to make people happy.”
However, the response hasn’t been entirely positive. While the reality TV star insists the brand is now focused on quality and longevity, some fans have pushed back—especially over the higher price points, which have sparked criticism across social media.
Social Media Reacts To 'Insane' Khy Prices
On the brand’s website, the “City Jacket” denim piece is priced at $350, while a basic long-sleeved shirt comes in at $130. Other denim styles, including jeans, fall in the $230 to $270 range.
The most affordable items in the “Born in LA” collection are a scoop tank top and a plain white tube top, both priced at $80.
On Reddit, users didn’t hold back when reacting to the prices. “If I’m spending that much, this is not where I’d spend it,” one person wrote. Another added, “These should be Kohl’s prices with Kohl’s Cash.”
Some comments took a more sarcastic tone, with one user joking, “Private jet fuel is not cheap,” while another criticized the aesthetic, saying, “It looks like deadstock from Forever 21.”
"It's so basic too! I don't understand," one person said on TikTok.
Others referenced past products, with one writing, “After her swim line being cheap trash, why would anyone try her new jeans for over $400?!?!”
Fit was also a major point of contention. “The ill-fitting jeans look horrific—it’s like someone repeating a bad joke hoping to make you laugh,” one commenter said.
Another added, "Anything that is sold out is most likely bought by Kylie to make it look like it actually sold out. Then the few people that purchased it are either going to make a TikTok review, a YouTube review, and others are going to return it if they are lucky enough to even receive it in the mail." One final user summed it up: "so greedy no one is buying this."
