Khloe Kardashian's Good American brand launches in the UK

Denim brand Good American, co-founded by reality TV star Khloe Kardashian in October last year, has made its first international launch in an exclusive partnership with British retailer Selfridges.


Good American

The brand, created to celebrate curves, is now available in the UK at Selfridges stores – the only retailer outside of America stocking the brand’s entire size range and collection.

The sizing starts at an American size 00 and goes up to 24, equivalent to UK sizes from 2 to 28, with designs created to complement a curvier, stronger shape.

According to Kardashian, the brand originated from a conversation she and her partner Emma Grede had about what it means to be a woman today. 

“Emma and I both agreed there was something missing from the denim community. Whenever we bought new jeans, it was hard for us to find a pair that fit our body types, and even when we did they’d always need alterations. We knew if we both had this problem, there must be tons of girls who did too. So we set out to make a denim line that’s sexy and flattering, and made to fit you – not the other way round,” she explains.

The brand’s body-skimming approach has proven successful, making $1 million in sales on the first day of its launch.

In January it introduced its first denim skirts, shorts and jackets and has been focusing on speeding up its productivity to release new products every two weeks. 

Good American is also stocked online at Goodamerican.com and in select Nordstrom boutiques.

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