Kendall Jenner’s 818 Tequila dropped a limited edition merchandise collection to help support ‘sustainability efforts’ and ‘rural Mexican communities’ where her tequila is made.
‘Instead of a traditional merch drop, 818 Tequila is continuing their mission of giving back to the planet,’ a rep for the brand told Daily Mail.
Purchases of the merch are supposed to ‘support 818 Tequila’s sustainability efforts and ongoing partnership with S.A.C.R.E.D., a US-based nonprofit that supports rural Mexican communities where heirloom agave spirits are made.’
The limited-edition collection includes 818 Tequila t-shirts, hats and socks along with seasonal items including a puffy jacket, beanie, crewneck sweatshirt and sweatpants.
The 25-year-old model has previously faced backlash amid claims of cultural appropriation.
She disputed the narrative on The Tonight Show Starring Jimmy Fallon where she stated that she was actually giving back to the people in the area where 818 is made.
‘At our distillery, which I was just at the other day, we found a way to take the agave waste, the agave fibres and the water waste, and build this sustainable brick that we are actually donating back to the community of Jalisco,’ the Vogue model shared.
And the daughter of Kris Jenner added: ‘Along with saving the planet it’s important for us to be friendly to the community as well. We’re donating them and building homes for people that need homes.’
Kendall also faced other negative claims regarding her brand. In May Nick Matzorkis, the CEO of Tequila 512, pointed out the striking resemblance Jenner’s tequila had to his own.
He wrote in a now-deleted message on social media: ‘Note the similarities including the color, the name and it is made in the same distillery in Tequila Mexico as ours.’
However, he subsequently clarified his statement and said that he was not accusing Kendall of doing anything wrong.
He told TV station KXAN: ‘To be clear, the post does not accuse them of “stealing our idea,” but does point out obvious undeniable similarities that in their entirety makes a worthy point on the face of it.’