In a new endeavor, Good American is applying its size-inclusive ethos to a product category that has been long overlooked for a size overhaul: women’s footwear.
The L.A.-based denim brand bowed its first collection of shoes Thursday, offering suede and synthetic upper heels, slingbacks, sandals, flats and boots, ranging in women’s sizes 4-14. Additionally, each size is available in extended widths in feet, calves and thighs, resulting in 72 unique sizing variables ensuring all women have access to shoes that fit.
The footwear line was developed in response to “overwhelming customer feedback” and two years dedicated to identify the pain points in the footwear industry, the brand stated. Starting in December 2018, Good American said it began to invest a” significant amount” of time, research and fit testing to understand firsthand what is currently lacking in the footwear market and how its first shoe collection could address the category’s shortcomings.
The company found that as women’s bodies changed over time, the industry’s sizing metric did not keep up, resulting in a system that no longer represents the modern consumer.
According to Good American, the average woman’s shoe size has increased from sizes 7-8.5 to size 9 and 30 percent of all women wear larger than a size 10.5 shoe, yet there are limited options available in larger sizes or varied widths, especially among mainstream fashion brands. And many women, the brand added, don’t even realize they need a bigger size.
Good American co-founder Khloe Kardashian, a self-proclaimed boot girl, took to Instagram Stories last week to give her 123 million followers a first look at the “made in Spain” collection, including statement pieces like strappy sandals, over-the-knee boots and pointed toe hikers. Standout styles include a neoprene over-the-knee boot with skin-barring cutouts and a tall boot punctuated by a pop of faux snake print.
The collection covers new classics as well, like stretch satin booties, pumps with a variety of heel heights, pointed toe suede flats and ankle-biting suede boots in black and brown.
Details like square-shaped toes and vamps, metal pin heels and toe caps and fluted heels elevate the collection. The sexy silhouettes complement Good American’s range of figure-hugging high-stretch jeans available in sizes 00-24.
“We don’t think one size fits all, we actually know it doesn’t,” Kardashian said in the video.
Comfort, however, is universally recognized. “Every girl wants a comfortable high heel but normally when you have comfort, you sacrifice style,” Kardashian said in the video. With heel heights up to 4.33 inches, Good American’s solution, she said, is reinforced heels for support and a “cloud sole” that provides all-day comfort.
The collection is available now on goodamerican.com and retails for $139-$375.