Kyoto's kimono-loving mayor sent a letter to American pop culture icon Kim Kardashian West asking her to reconsider trademarking "kimono" as the name of her new underwear brand, the ancient capital said Monday.

"Kimono is a traditional ethnic dress fostered in our rich nature and history with our predecessors' tireless endeavors and studies, and it is a culture that has been cherished and passed down with care," wrote Mayor Daisaku Kadokawa, who is renowned for always wearing kimono while carrying out official duties.

The mayor said not only Japanese but also foreign tourists often stroll around Kyoto wearing kimono, adding that his city is trying to have kimono culture registered on UNESCO's Intangible Cultural Heritage list.