Good American, co-founder
Khloé Kardashian
Good American, co-founder

Deep Dive

To compare Good American to most other celebrity-backed clothing lines would be a disservice to the blueprint that the Los Angeles-based premium denim brand co-founded by Khloé Kardashian and Emma Grede in 2016 has provided for the industry as it navigates size inclusivity. Backed by campaigns with diverse casting, retail partners that carry the full size range and an e-comm sizing tool allowing shoppers to see what styles look like on a similar-size model, Good American has broken the traditional mold in a style and language that resonates with millennial and Gen Z consumers.

Kardashian shares that body-positive message with her 268 million Instagram followers. “We’ve continued to push the fashion industry forward when it comes to inclusivity and have brought even more newness and innovation to our core categories across denim, swim, shoes, activewear, and ready-to-wear that our community has been loving,” she said. 

Serving denim and more for sizes 00-32, the now B Corp-certified brand entered new territory in 2022 with fast-fashion retailer Zara. For Good American, it was the brand’s first major product collaboration with another fashion brand. For Zara, it was an introduction to inclusive sizing. The collaboration, sold in 50 Zara stores in the U.S. and at a L.A. popup, offered sizes 00-30.  

“Zara is known for making trend-forward fashion more accessible around the world, so we were thrilled to bring our expertise in fit and inclusive sizing to create a collection of denim in collaboration with their team,” Kardashian said. “The partnership reflected both our commitments and furthered our mission to make the fashion industry more inclusive by bringing stylish and high-quality looks to all—no matter their shape, size, or background.”

The company is thriving in its role as an agent of change. In March, Good American launched Good, Inc. a new program that’s dedicated to empowering the next generation of creatives and businesses through mentorship, shared resources, and exposure. It also provides customers a new way to discover and shop up-and-coming designers, Kardashian said.

Good, Inc. kicked off with B Project, a collection of women-empowerment tops made with Baroline Diaz, the VP of A&R at Interscope Records, followed by a collection of hand-painted denim with one of Good American’s stylists, Prentis and his art house Behavingliketeenagers. “The program has been a big success so far, and we’re excited to work with additional creatives and entrepreneurs on future collaborations,” Kardashian said.

Kardashian said she’s motivated by the company’s Certified B Corporation status in 2021. “Since day one, we’ve believed in focusing our efforts on what will make the biggest impact for our community, business and the planet, so in addition to our focus on making sustainable denim, we keep our product more exclusive and less wasteful rather than mass producing and creating excessive waste,” she said. “As we grow as a brand, we’ll continue to prioritize finding new ways to innovate our products when it comes to sustainability and our carbon footprint.”  

What denim buzzword do you think is overused? And what would you replace it with?

I think the industry needs to move away from buzzwords that have negative connotations associated with body size and shape—such as “slim fit” or differentiating from “straight” sizing and “plus” sizing. At Good American, we’ve worked hard to create an inclusive shopping experience that welcomes all women of every body type and push our retail partners to do the same. These terms now feel outdated, and we should be prioritizing more inclusive messaging that is representative of all women always.

What do you wish more consumers knew about the jeans they buy?

At Good American, there is so much thought and detail that goes into designing our denim to ensure the same style and fit is available across a full size range, which I don’t think consumers typically realize. We have an amazing design team who are experts in fit and have worked to develop our innovative sizing system over the years. We take feedback seriously when developing new collections, and we love to bring our customers into the process to help determine what product and design innovations are needed so that we can offer the best fit possible. We’re continually reviewing and applying feedback to improve our denim and other product categories. For example, we invented a completely new denim size: size 15, to fill the size grade jump after noticing there was a huge return rate of sizes 14 and 16.

If you had one request for denim brands, what would that be?

Our focus at Good American has always been inclusivity in everything we do—across sizing and how we design, in campaigns, and e-commerce shoots; it’s ingrained into our brand DNA, and we set a standard for other brands to do the same. I, like so many women, struggle with fit when it comes to finding the right pair of jeans. Denim is a staple in everyone’s wardrobe, and no matter your body size or shape, all women should feel comfortable, confident, and sexy in their jeans. My one request would be for fashion brands to put the same level of focus and energy toward becoming more inclusive.

What can other apparel categories learn from the denim industry?

So many women struggle when it comes to denim fit and sizing—it’s incredibly challenging to find a perfectly fitted pair of jeans. But denim isn’t the only apparel category that requires the level of detail that’s needed when designing for fit across a full size range. Shoes and swim, for example, historically lack inclusive options that don’t compromise on style, and there are many elements of denim production and material innovation that can be translated to other product categories. For instance, we took our revolutionary approach to denim sizing with the Always Fits collection, to swim and developed a line of bikinis and one-pieces that stretch up to 4 traditional sizes, because we know that our bodies naturally fluctuate in size throughout periods of time. We’ve learned so much through the development of our jeans, and we take the same detailed and diligent process for fit testing across these categories just as we would denim.

What was your most recent denim purchase?

I love our Good ’90s, because they are both a homage to the ‘90s and flatter all body shapes. Currently, I’m loving our Good ’90s shorts because, like our Good ’90s jeans, they’re comfortable, loose but still flattering. I am also obsessed with our latest swimwear collection, Denim Swim. In addition to flattering your curves, the collection features Good American’s classic denim detailing that customers know and love.

What is your first denim memory?

Growing up, I’ve always been inspired by my mother’s and my grandmother’s style and I definitely get my fashion sense from them. Fashion, to me, is such a bonding moment and I have so many fond memories watching my mother and grandmother getting ready and I love sharing those same moments with my daughter now. I get so excited that through Good American I’m able to play such an important role in helping women feel confident and sexy in what they wear.