Good American

Good American is a women's fashion brand co-founded in 2016 by British entrepreneur Emma Grede and reality star Khloé Kardashian. The company was born from Grede's vision to create an inclusive denim brand that celebrated body positivity and offered sizes for all women. The brand made an immediate impact, selling $1 million worth of merchandise on its launch day and pioneering the size 15 jean to better accommodate diverse body types. While Good American initially focused on premium denim with compression technology and inclusive sizing, the brand has since expanded into a multi-category fashion house. Their product line now encompasses activewear, swimwear, bodysuits, tops, dresses, sleepwear, and footwear, all maintaining their core philosophy of body inclusivity and empowerment. The brand is particularly known for their compression jeans that 'lift and smooth from every angle' and their commitment to representing real women's bodies. Good American has established itself as a significant player in the body-positive fashion movement, with Emma Grede serving as CEO and bringing her extensive fashion industry experience to the brand. The company has achieved notable success as an internet-first brand, expanding internationally and recently partnering with major retailers like ASOS for their UK market entry, marking a full-circle moment for London-born founder Emma Grede.