South by Southwest Festival has officially started. And naturally, El Arroyo's marquee has something to say.

While SXSW brings droves of people from all over the world and essentially shuts down the City of Austin, the long-standing restaurant took to their sign to play dumb about the festival.

El Arroyo's sign is known for its clever take on everything Austin. The restaurant has perfectly summed up the holidays, has delivered a haunting message for Halloweekend, has poked fun at Austin's gas panic and even used its sign to lift up the Longhorns after a deadly stabbing on University of Texas campus.

On Friday, as the festival has officially begun, the sign played dumb, asking, "Is South by Southwest one of Kim Kardashian's kids?"

But. we guess the sign isn't that far off. Kardashian's children are named Saint West, North West and Chicago West.

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