Good American is joining the ranks other DTC-native ‘It’ brands like Fenty x Savage by expanding into branded brick-and-mortar stores.
Building on its existing DTC presence online and wholesale partnerships with Nordstrom, Saks Fifth Avenue, Revolve and more, the Khloé Kardashian and Emma Grede-founded denim label announced it will open its first flagship at Westfield Century in Los Angeles in early 2023.
Consumers will be able to shop Good American’s full size range (00-32+) in-person through a completely inclusive shopping experience. Two additional retail stores will follow.
“The flagship store will give Good American an opportunity to further flip the traditional retail model on its head and own the inclusive shopping experience from start to finish by delivering an even more inviting, accommodating and empowering space to shop,” it said.
With size inclusivity built into its DNA, B Corp-certified Good American has been chipping away at standard sizing protocols. It has also avoided the inventory pitfalls that companies like Old Navy have encountered when attempting be size inclusive online and in-stores. When Good American first started working with Nordstrom, it required the retailer to carry all collections in the full size range and to not segregate plus from straight sizing, allowing all women—no matter their size—to shop together.
Open casting calls with “real” models and an e-comm sizing tool allowing shoppers to see what styles look like on a similar-size model underpin Good American’s ethos.
A recent collaboration with Zara took size inclusivity a step further by empowering the fast-fashion giant to expand its size range. The collection, which spanned skinny jeans and overalls to white tees, offered sizes 00-30 and XS-5XL.