September’s – ‘The Power Issue’ – Download Now
“Power, to me, means making sure every woman feels heard and included,” says entrepreneur Emma Grede. This is the exact philosophy she has taken with her trailblazing brand, Good American, an all-inclusive label she co-founded with Khloé Kardashian in 2016. “It isn’t just about fashion and trends, our brand is about creating something that helps empower women to feel their best and break down barriers.”
Having studied at the London College of Fashion, and eventually working for a fashion production agency which led her to working in New York City and Los Angeles, British-born Grede came to a realisation when she was pregnant with her daughter. “I wanted to start my own company that I would be really proud of and that she would be really proud of,” Grede tells . “When I started thinking about and exploring the opportunity for Good American, it was clear that so many women are ignored by the fashion industry, and I wanted to create a brand that bridges this gap.”
The idea was there, then it came time to execute it. Having become connected with Kris Jenner during fashion weeks in Paris, the pair always discussed different projects they were working on which led to her casual pitch for Good American and to pin down Khloé Kardashian as her co-founder. “I pitched her in a casual way that was like, ‘Hey, I’m doing this thing, and I’d really love Khloé to be my partner,’ and she loved it but said she’d talk to Khloé,” she recalls. She flew to Los Angeles to meet with Kardashian “and the rest is history, as they say”, Grede says. From the moment they sat down together, it was clear their visions aligned creating the perfect partnership for the pioneering brand. “As soon as I started speaking, she started chiming in with stories,” Grede says. “Immediately, we were both on board with the idea that we were going to create this empowering, inclusive brand.”
When launching four years ago, Good American’s focus was on denim, but at the helm of its focus was size-inclusivity with the jean sizes from the brand ranging from American size OO to 24. That gap in the market Grede saw was revolutionary – on their first day, Good American sold $1 million worth of denim. “It showed us that there is a huge market of women who have felt ignored by fashion brands,” Grede explains, and there was an appetite for more. The brand has since branched into activewear, dresses, bodysuits, trousers and most recently swimwear. Every single item that is created under the Good American umbrella is in their inclusive size range 00 to 24.
“Historically, the fashion industry has been built on standards of exclusivity, catering only to specific body types, carrying a small range of sizes and representing a sometimes unrealistic body ideal,” Grede explains. “We continue to pioneer the space by listening to our customers to directly impact our design choices and product launches.” The brand has opened up a new chapter for many women, particularly many curvier women, who have been forced to shop for lower-priced, low-quality products as it’s been the only option.
The success of Good American hasn’t gone unnoticed by other brands, with Grede noting how they are beginning to recognise the issue of size-exclusivity in the fashion industry. “We still have a long way to go, but we’re excited to see the industry take steps in the right direction while leading the way,” she adds. However, this hasn’t been without its obstacles. “It has been challenging to transform the way the industry views the inclusivity and body positivity movement, and understand that it’s not just a trend, it’s the future of business,” Grede explains, admitting the movement can feel “superficial” at times. “Not all retailers will put their money where their mouth is,” she candidly says. “There are a lot of costs associated: bigger sizes take extra fabric, shooting product on different sized models and more.”
There was also the hurdle of getting retailers to carry all of the sizes the brand was offering. “Traditionally straight sizes are displayed in one location while plus sizes are offered in a separate section,” the Good American CEO says. “However, this went against the very core of Good American.” It’s not just been the challenge to find partners to work with that will stock their sizes, it’s also about changing the core beliefs of the industry. “I’d say the biggest hurdle is getting more partners and people to shift their mindset, and in turn, shift their behaviour,” Grede says. While it’s been tough, it’s clear they’ve made major leaps and bounds.
At its core brand principles, Good American, of course, seeks to work with partners that are not only willing to showcase size inclusivity, but also a diverse group of women. This is where Grede and Kardashian took matters into their own hands, going directly to the women they appeal to. “When we were in search of a diverse cast reflective of who our woman is, we launched our first-ever Open Casting for Good American’s first seasonal campaign in 2017,” she says. “The response was overwhelmingly positive and our customers were beyond excited.” Following the tremendous success of the initiative, the Good American Open Casting is now held annually. Furthermore, it’s become a whole movement. “Our Open Casting programme gives women over the age of 14 the opportunity to join our Good American #GoodSquad – a group of real women who celebrate and inspire our commitment to inclusivity, diversity, body positivity and female empowerment,” Grede says. “Our goal is to use these cornerstones to push the fashion industry to be more inclusive, diverse and real.” It’s what has become one of the most enriching parts of Grede’s journey with Good American. “Being able to impact the lives of women has been the most rewarding experience,” she says. “Whether through our Open Casting initiatives, or talking with customers on social, our customers are really the ones shaping our product offerings and the future of Good American. They keep us motivated each and every day.”
While the Good American name may pertain to the USA, the brand has become a global phenomenon and is particularly well-loved in the GCC region, which is seen by Grede. “We saw that there was an appetite for Good American in the UAE and GCC region through both customer feedback and comments and messages on our social channels,” she says. “While we’ve heard from customers about how much they love our product, we have seen an incredible response to our focus on empowerment, inclusivity, diversity and body positivity. These are the true tenets of our brand and it’s clear that they’re resonating with women all over the world, especially in the UAE and GCC region!”
It’s been an incredible journey for Grede – who now resides in Los Angeles with her husband and two children – to build a brand from the ground-up not only with an amazing co-founder in Kardashian, but with incredible core values. As for what’s next? We’ll all just have to wait and see.
