Good American – the denim label co-founded by Khloe Kardashian has arrived in the UK exclusively at Selfridges. It’s a big deal for both the brand and the store, the reason? It’s the first time Selfridges has carried a plus size clothing range. With sizes from 00-24, Khloe said from the outset, the brand would only work with retailers who would carry every size throughout the range. Result.
Not familiar with the brand? Then get acquainted, Good American is a fashion label designed for a curvier, sexier and stronger shape. Founded by Khloe Kardashian and Emma Grede, the brand celebrates femininity and curves.
“We believe everybody deserves to be shown off. Fashion should be made to fit women, not the other way around. Body ideals really have shifted in the last few years” Emma Grede
The product is is actually pretty damn good. Hand crafted in LA, no part of the process is outsourced and a lot of time has been spent getting the fit just right. Good American jeans don’t have that unsightly gape at the back, they’re designed to give a lift and be comfortable AF. It takes 100 hands to make one pair of Good American jeans – a fact the brand’s is proud of.
“Emma and I both agreed there was something missing from the denim community Wehenever we bought new jeans, it was hard for us to find a pair that fit our body types, and even when we did they’d always need alterations. We knew if we both had this problem, there must be tons of girls who did too. So we set out to make a denim line that’s sexy and flattering, and made to fit you – not the other way round.” Khloe Kardashian
On its US launch day last year, Good American sold over $1 million in jeans alone and the response has been staggering with Khloe saying people have come back for their fourth, fifth and sixth pairs after discovering just how awesome the Good American fit is. Need a celebrity endorsement? You won’t find Kardashian’s celebrity friends in the campaign but already it’s garnered an army of famous fans including Ashley Graham, Gabrielle Union and of course, Kendall Jenner.
The important thing here is the size range. Never has there been a denim range so diverse in the fashion market space. With jackets, skirts, shorts and jeans (obvs) making up the range, in a variety of styles too, there’s never been so much choice from one denim brand. The campaign has been applauded for featuring models representing all sizes and showing how girls of differing body shapes wear denim in real life. Kudos Kardashian, this one’s a doozie.
The Good American denim collection launched in the U.K. this week, exclusively at Selfridges in store and online with prices starting at £135.