It’s all in the jeans
by Good American co-founder Emma Grede Khloé is really involved with everything: from design to fabric colours. She is a proper business partner; she and I speak absolutely every day. She is super hands-on and a normal girl.
Our jeans are made for a proper woman’s body – for hips and a bottom. We use premium fabric, which has great recovery, so you don’t have to wash the jeans every time you wear them. Khloé and I spend months wear-testing everything. Bella Hadid said they were her favourite jeans ever!
Our bestseller is the Good Waist style, which are really high-waisted skinny jeans in a basic blue. It’s a flattering cut because most people have decent ankles, but I’m praying that proper flares come back in – a real 70s revival. I love them, but I’ll have a problem getting Khloé to try them; she wouldn’t be seen dead in flares!
Good Sweats are different [to most casual wear] because they are sexy. You don’t look like you just put on a potato sack!
I’m proud of Good American because of our inclusive sizing and super-diversity. On our website you’ll see a beautiful classic blonde bombshell model as well as somebody a little bit more boyish, because women are not cookie-cutter shapes – we’re all different. We’re all about fully embracing that. Emma has worked with leading designers including Vivienne Westwood and Zac Posen and specialised in celebrity fashion partnerships, brokering deals such as Natalie Portman’s collaboration with Dior.