What can you cancel? A date, an appointment, a subscription and, now, as it turns out, brands and people. Enter cancel, or call-out, culture, an online mob-style behaviour of boycotts and protests. It is the contemporary version of vigilante social justice.

Most recently, furore was sparked when reality television star Kim Kardashian West announced plans to launch a new line of bodywear named and trademarked Kimono. The thrust of it was to offer, with its range of underwear and shapewear, diversity and inclusivity for a wide range of skin tones and body sizes.