When the Kardashian sisters opened the first Dash store in New York in 2010, a crowd constantly surrounded the storefront, even though the famous family itself was never present and there wasn't much in the way of on-trend, high-quality merchandise. When we took it upon ourselves to learn a bit more about who shops there and what they buy (if anything), we came to two conclusions: First, tourists and teenagers make up the core clientele, and second, almost all of the customers had gripes about the high prices and uninspiring selection of fashion in stock.
Despite that, the Kardashian brand has only gotten bigger. Dash now has brick-and-mortar stores in Los Angeles, Miami and New York, and, as of Tuesday, an e-commerce site. Kim Kardashian announced via Twitter that the Dash online shop was officially open, and the business-savvy family made sure that it was equipped for both domestic and International customers — there are over 90 language options and 26 types of currency that shoppers can select from while browsing.
As for the inventory, Dash has about 340 products in stock, ranging from Kanye West-approved basics — think monochromatic separates and bodysuits by Donna Mizani, Noe Undergarments and Alix NYC — as well as Los Angeles-inspired casual wear and accessories from brands like Wildfox, For Love and Lemons and Stone Cold Fox. But, not surprisingly, the real standouts here are the Kardashian-branded goodies that you're unlikely to find anywhere else — at least not all in one place.
From a dystopian teen novel penned by Kendall and Kylie Jenner to a Brian Lichtenberg sweatshirt printed with a list of family members with ampersands, click through the gallery for our picks the best of the Kardashians' self-aggrandizing merch on the new Dash e-comm site. All shade aside, these products are probably going to make them a lot of money.