The "greedy" makeup entrepreneur is hunting down a small Gold Coast business. Photo / Getty Images
Reality star and billionaire beauty mogul Kylie Jenner has sparked fury after threatening a Gold Coast business over a T-shirt slogan.
According to the Gold Coast Bulletin, the 22-year-old's lawyers reportedly sent a "cease and desist" letter to a mum who runs Cased Clothing, a small clothing retailer.
The dispute surrounds a single T-shirt the company has been selling for around a year – which bears the words "rise and shine".
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Last month, a video of Jenner singing "rise and shine" to her young daughter Stormi went viral, and soon after she filed a trademark application for the phrase.
The official legal letter ordered Cased Clothing to stop selling the shirts due to the potential trademark breach.
The Queensland mother, who did not want to be named, told the Gold Coast Bulletin her business had been selling the designs for more than 12 months, long before Jenner trademarked the words.
"I used to really like her, now I'm like are you kidding me," she said.
"The design wasn't about her, it was just a shirt with a different holiday feel.
"I don't know how you would find us … They must have just done a blanket search on everyone who sells similar products.
"Unfortunately, we just don't have the money to fight something like that, and she has enough cash to take us down. It's not worth it."
The woman said luckily, the business changed designs often, and there were only a few "rise and shine" T-shirts left in stock as a result.
"We still have a few left but don't plan on selling them now. I would be really p**sed if we had $4000 worth of T-shirts here, but we only have about eight or so," she told the publication.
Jenner's brutal legal action has sparked outrage among fellow Aussies who variously described the tactic as "shocking", "greedy" and "absolutely absurd" on social media.
Jenner was named as the world's youngest self-made billionaire by Forbes earlier this year due to the tearaway success of her Kylie Cosmetics beauty empire, which inked a lucrative deal with US make-up chain Ulta in 2018.
"Fuelled in part by the Ulta expansion, Kylie Cosmetics' revenue climbed 9 per cent last year to an estimated $US360 million. With that kind of growth, and even using a conservative multiple from the booming make-up industry, Forbes estimates Jenner's company is worth at least $US900 million," Forbes reported.
However, despite her staggering fortune, Jenner – the half-sister of reality star Kim Kardashian – is known for her trademark technique.
In 2017, for example, she tried to trademark the name "Kylie", only to be shut down by none other than Aussie pop star Kylie Minogue.
News.com.au contacted Cased Clothing and Kylie Jenner Inc for comment.
The suit holds significant historical, cultural and fashion importance.