Khloé Kardashian & Emma Grede
“Beauty is not how we look; it is how we act.”
Writing a blog post on one of the Kardashians was not on my 2024 bingo card, but then I learned about the idea behind Khloé Kardashian’s brand Good American. In 2016, Khloé Kardashian and British businesswoman Emma Grede launched Good American as an inclusive denim line with the purpose of celebrating all shapes and sizes. It provides high-quality denim products to everyone, something that was not always available.
Emma Grede had the original idea for the brand. She wanted to take the two products that women struggle the most with, denim and swimwear, and make them more comfortable for all women to shop for. She decided to partner with Khloé Kardashian to bring her idea into the mainstream.
Khloé has discussed her body image publicly for years on her shows and social media. She has opened up about being a different size than her sisters and having to shop in different sections of department stores to find the right size. When selling Good American, she made it a requirement that stores carry the full-size range together. Therefore, there is no plus size section or petite section. If a store refuses to carry all sizes together, they can’t carry the brand at all.
While Emma Grede’s original idea for the brand focused on denim and swimwear, the company has grown to include tops, dresses, accessories, shoes, and more. With sizing ranging from 00 to 32, Good American allows women of all shapes and sizes to shop the same products from a single brand.
