It’s all in the jeans

Irish Daily Mail - YOU - - COVERSTORY -

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.

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