When Khloé Kardashian and Emma Grede launched Good American in Los Angeles in October 2016, their vision was to redefine what modern fashion could look and feel like for all women. From the beginning, Kardashian’s celebrity platform and Grede’s business acumen created more than just another denim label—they set out to change the way the world talked about body confidence and representation.
Founders on a Mission to Disrupt
Inspired by years of personal frustration and observing industry gaps, Khloé Kardashian wanted to create inclusive, premium denim—and ultimately, a full fashion range—for every body type. She and Grede rejected the existing sector’s limited sizing and lack of diverse representation. In an audacious debut that would become legend, Good American pulled in $1 million in sales on opening day, making it the highest-grossing launch in denim history
Building Impact Through Innovation
Kardashian and Grede’s working partnership is one of clear strengths—Khloé handles media and marketing, while Emma oversees logistics and execution. Their approach sparked industry moves toward e-commerce inclusivity, featuring multiple-sized models and inventing the now-iconic size 15 jean (between 14 and 16) to ensure better fits for more people. As the company diversified past denim, Good American’s collection now spans dresses, swimwear, activewear, sleepwear, and shoes—each created with the brand’s signature fit-first discipline.
An early inspiration came from Emma Grede’s background in fashion marketing and talent management, which she brought from the London College of Fashion to LA. Her ability to lead teams and scale brands made her the ideal business partner for Kardashian, whose body-positive outlook and familial fashion legacy stemmed from her experiences growing up in a tight-knit, style-conscious family.
Financial Milestones and Industry Leadership
By 2024, Good American was generating more than $250 million in global sales, securing its place among major American fashion disruptors. The business is also B-Corp certified, affirming its deep commitment to ethical sourcing, responsible manufacturing, and social equity. Both founders are outspoken on these points, advocating for the Fifteen Percent Pledge (supporting Black-owned businesses at major retailers) and directly investing in female entrepreneurship.
Global Reach, Everyday Access
Today, Good American is available in more than 600 retailers worldwide, including premium department stores and major online platforms like ASOS, with sizing spanning from US 00 to 32 (UK 2 to 30). Their model of making premium fashion radically accessible has built a global fan base, broadening options for millions of women and earning accolades from industry insiders and cultural leaders alike.
The brand’s manufacturing and product development process also stands out: Good American partners with responsible factories known for fair wages and sustainability. They utilize advanced stretch denim technology and eco-friendly washes, reinforcing their commitment to comfort without compromising ethical standards.
An Evolving Legacy
With nine years of rapid growth, Khloé Kardashian and Emma Grede have continually challenged the boundaries of American fashion and body positivity. From day one, their mission was clear: make women feel seen and celebrated. Her story proves that authenticity, relentless optimism, and an insistence on inclusivity can upend century-old industry standards.
Even as Good American expands, from launching at ASOS in 2025 to continuous collection innovations—the founders keep listening to their community and pushing for positive change. Good American stands as a testament to what women-led brands can achieve through courage, creativity, and unwavering support for every body, everywhere.
