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>


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<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 May 2024 - Natalie Portman Cover

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

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