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Behind The Scenes
Q&A With Good American’s Founders
Good American was founded in 2016 by Emma Grede and Khloe Kardashian with a focus on inclusive sizing. Emma and Khloe pride themselves in always working to innovate, to find solutions, and redefine fashion for the modern woman. Here’s a glimpse into what drives these two incredible women.
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What’s your first memory of fashion?
Emma: Well I grew up in a very unfashionable part of East London but I was such an ‘old’ fashion nerd! I was so inspired by, and used to collect, Chanel, Versace, and other brand ads from magazines – I just knew from a young age that I wanted to work in fashion. It’s surreal to think back to when it began, studying Business at London College of Fashion.
Khloé: Probably both of my grandmothers’ styles. There isn't a single memory I have of my mom's mother when she wasn't the chicest in the room. My father’s mother was incredibly stylish and loved fashion too. She used to take my sisters and I shopping all the time and never left the house without perfect hair and makeup. They were both always dressed to the nines! Fashion to me is such a bonding moment with my family and friends; something to get excited about, and I love sharing those same memories with my daughter now. I feel so fortunate that I get to work in this industry and help people look and feel confident in their looks.
Describe Good American in three words
Emma: It would have to be inclusivity, diversity and body positivity – I know body positivity isn’t exactly one word but it really is the brand's ethos!
Khloé: I’d say inclusivity as well as quality and confidence.
What are the Good American pieces that are part of your daily rotation?
Emma: I have quite a few. The Fit for Success Jumpsuit is one of my favourites because of how easily it can be dressed up or down. The Good 90’s jeans too of course, because they are so oversized yet incredibly flattering. It’s the perfect balance of comfortable and sexy. And of course, the minute I get in from a long day I throw on my go-to loungewear outfit – the Sherpa Boyfriend Sweatshirt and Sweatpant. I live in Good American!
Khloé: I of course have to start off with Good Legs. A lot of skinny jeans are very tight and uncomfortable, but I could wear these jeans all day. The way it hugs the waist just right too, no matter your size. It’s perfect. I am also a big fan of bodysuits, so The Feel Good Long Sleeve Body is another go-to of mine. Along with the Active Essential Icon Bra and Legging. Whether I’m working out or I’m just running errands. This look makes me feel sexy and comfortable in my skin, which is the whole point of our brand.
Tell us why inclusivity in fashion is such an important mission for you and the brand?
Khloé: We wanted Good American to serve everyone’s needs, so many women struggle and have a negative experience in a changing room, it’s important that women feel confident in their own skin. I still think that there is work to be done to encourage women to feel confident but I like to think that Good American is a step in the right direction to achieving this.
Emma: A huge reason for launching Good American the way that we did, we wanted to break through the barriers of shopping in a way where you had to define yourself by size or category. Shopping should be a fun experience to empower women and being fully inclusive is the only way to achieve this.