There’s no question that Rob Kardashian inherited his merciless business sense from members of his own family.
The youngest Kardashian introduced a sock line, Arthur George, to the apparel market about a year ago and nowhere on it will you see his family’s last name—now or ever.
In an interview with the Wall Street Journal, Rob explained his decision to ditch the namesake that’s, for better or worse, become a household brand.
“Arthur is my middle name, George is my dad’s middle name,” Rob explained of his decision not to use his last name in favor of something much less recognizable. “I just kind of wanted to do something where you don’t just see ‘Kardashian’ everywhere. I mean, it’s my thing. I don’t want anybody associating it with anybody else in my family. I feel like it has more longevity, in that sense.”
Rob, often depicted on the show as the Kardashian struggling to make a name for himself, has finally found his chance with this new business venture and he’s not afraid if it backfires on him. Creating his own identity is important to the young entrepreneur.
“I’m very big on doing my own thing,” he added. “I don’t really want to get into that world [of reality TV], necessarily.”