We may not all have the same fashion budget, access, or preferences as Khloé Kardashian, but there’s one thing we all have in common. Sometimes jeans just fit poorly. Very poorly. Like, gaping-at-the-waist, not-doing-your-figure-any-justice bad. But in the premiere collection of Kardashian’s first denim label that she created with Emma Grede, a CEO who spans the worlds of entertainment and fashion, the fit issue comes front and center. And it’s addressed with some pretty impressive technology.
“We make curves look good,” Grede tells us when we ask about the corset technology found within some of the styles of jeans in the line, Good American. Kardashian confirms that they’re the first entrepreneurs to use it. And beyond this cinching effect, another standout feature of the collection is its inclusivity. While so many premium denim brands will typically run up to size 10/12, Good American ranges from 0 to 24.
Below, shop the debut designs now available on the official brand site as well as Nordstrom. Plus check out our exclusive chat with Kardashian and Grede about why Good American could finally put an end to more than one of our biggest denim gripes.
Who What Wear: Tell us about working with each other. What does your partner bring to the table?
Khloé Kardashian: Emma is such an amazing partner in this brand as she has allowed me to truly go 50/50 with her in all aspects of the brand. I’m really passionate about this project so to be able to dig in and get my hands dirty has been really amazing.
Emma Grede: I wanted to work with Khloé because she really is a self-confessed denim junkie and I believe that Khloé truly embodies all that it means to be comfortable in your own body regardless of size and she—along with some other high-profile women in popular culture—are really responsible for the fact that we now view curvy, womanly bodies as not only beautiful but absolutely desirable.
WWW: What’s your biggest denim gripe?
KK: I’ve always been a big fan of premium denim, but always find myself spending a ton of money to tailor my jeans … on top of the cost of the jeans. Good American is really innovative in the way the stitching is done to follow the curves of the body and the contouring waistband is great for ensuring a snug fit that hugs the body.
WWW: We see you’ve utilized a corset technology in some pairs, as well as hip and leg sculpting fabric. What does this all mean?
KK: This technology is really unique as it allows the jeans to hug and enhance your curves better than other selections in the marketplace. These are the first jeans to use this technology and we even have a patent! This is all really great because it eliminates having to do the jumping dance to get your jeans on!
WWW: The name Good American, might not initially bring jeans to mind. How did the name come about?
EG: The name Good American was actually a play on words. The Good American girl does not apologize for herself, she isn’t exactly shy to state her opinion or show off her body. But you can still do those things and be a good person and go out and do good things in the world. But also we wanted the company to behave as a “Good American” we are committed to manufacturing in L.A., paying people a fair living wage, and we will give back to charity projects in our community. These values we really hold deep, so the name was a perfect fit.
WWW: Are there any jean silhouettes you think will never go out of style? Any that should?
KK: I think a good skinny jean will always be in style. As a curvy girl, I will forever hate the super low cut jeans of the early 2000s where everything hangs out. Bootcut could also go away and I would be happy.
EG: Same as Khloé, I don’t think you can go wrong with a well-cut skinny jean regardless of your body shape. Right now, after just having a baby, I’m loving our Good Cuts. They are a boyfriend fit that still flatters your backside and they are beyond comfortable.
WWW: We love that this collection has such a wide range of sizes. What are the challenges when creating a line that caters to so many women?
KK: At first the idea of designing a line for such a wide range of sizes was really daunting, but with the technology Good American has to offer, it has made things a lot easier.
EG: We spent a long time really perfecting the three fits, Good Legs (skinny) Good Cuts (boyfriend) and Good Waist (a high-waisted, skinny jean). The challenges are to make sure we’re able to walk the walk and not just talk the talk, that’s why we have our squad who are a really diverse mix of women in the advertising campaign. We make samples in the full-size range, so we’re able to lend to a wide range of publications and people meaning that we are not just serving the fashion establishment. We want to encourage diversity in the way the media represent women and for a start-up that’s expensive to do but we were absolutely non-compromising on these principles.
What do you think about these new denim styles? Would you take corset technology for a spin? Let us know what you think in the comments.