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Good American CEO Emma Grede Urges Consumers to Shop for a Good Cause

Much like how the Great Recession inspired the launch of sample sales to promote consumer spending, the COVID-19 pandemic has reignited the need for denim brands to purge excess fashion inventory—but this time, the sales are being done digitally, and for a greater purpose.

Best Kept Secret, a digital flash sale founded in response to the pandemic, partnered with 40 brands including inclusive denim label Good American to offer discount prices of up to 80 percent off. Taking place through Aug. 15, the flash sale provides a charitable component that appeals to the conscious consumer: For every unit sold, Best Kept Secret will donate $5 to nonprofit organizations Baby2Baby and Know Your Rights Camp and, along with its sponsors, match all donations.

Rivet 50 member Emma Grede, who co-founded Good American alongside Khloe Kardashian and who sits on the board of Baby2Baby, took to Instagram Live on Wednesday to discuss the perks of working with a company that supports her charity’s cause.

“Especially at a moment like this when so many people have kids who are out of school and really rely on their school for their one healthy meal a day, what Baby2Baby is doing is incredible,” Grede said. “They are basically taking the place of the schools by serving hot meals. They couldn’t be more relevant now.”

Best Kept Secret’s goal is to generate more than $1 million in total for both Baby2Baby and Know Your Rights Camp.

Good American is offering everything from its signature denim to loungewear and activewear starting at $20. Grede especially urged shoppers to take advantage of the denim deals, calling denim one of the best investments a woman can make.

“Denim is always going to be a good purchase,” she said, adding that it’s a quarantine staple. “Good American is all about stretch—you can actually sleep in our denim.”

Since its founding in 2016, the brand has been focused on curve-flattering denim for all shapes and sizes. Each style is offered in sizes 00-24, with some styles extending to size 32.

Shoppers were able to get a head start on the sale by signing up with their email on Aug. 3, and had the chance to purchase $25 “VIP donor” tickets for early access on Aug. 10. The sale is still ongoing, and gives shoppers the opportunity to tack on an additional charitable donation to their purchase for either charity. Denim-centric brands including Frame, Rag & Bone and Re/Done are also participating in the sales event.