According to Khloe Kardashian’s Good American co-founder Emma Grede, the denim company’s foray into activewear is going to be game-changer. “The fashion industry is notorious for catering to a specific shape and size,” Grede tells Yahoo Lifestyle. However, thanks to thoughtful designs and a diverse group of women, which the brand is calling the #GoodSquad, Grede and her business partner hope to make a real difference when it comes to inclusivity, diversity, body positivity and female empowerment.
Olympic figure skater Tara Lipinski, MMA Champion Mackenzie Dern, plus-size models Candice Huffine and Precious Lee, fitness trainer and influencer Emily Skye, Olympic swimmer Stephanie Rice, and many more all appear in the company’s latest campaign to promote Good American’s latest endeavor.
And while the women promoting the clothing are cool, the actual items are pretty great too. The fitness-focused collection not only comes in a wide range of sizes, but it’s also affordable, available in sizes XS-3XL and priced from $59-$149. “Good American is designed for a curvier, sexier, stronger shape. From day one, size inclusivity has been baked into our business strategy. We approach product development with our customer’s needs in mind with a fit-first philosophy,” Grede says.
Denim might be Good American’s bread and butter (when it launched in 2016, the company made $1 million in sales on its very first day), but the label has been planning its expansion into other categories for more than a year. “When we think about categories, our goal is always to provide women with wardrobe staples, pieces we know they are wearing in their busy daily lives and ones that make them look and feel their best. We want women to know that when you come to Good American for anything — denim or activewear — you don’t need to worry about it fitting,” says Grede.
The sportswear collection was designed for the stylish woman who leads a busy day-to-night life and values health and fitness. The color scheme is just black and white for an all-around sleek workout look with sport bras featuring small zippers, cut-outs, or mesh details and leggings featuring color block patterns, mesh paneling, or skinny white piping. If you’re a fan of the biker shorts look, as popularized by Khloe’s sister Kim Kardashian, you can snag a pair of your own from this collection. Other key pieces include a track jacket, windbreaker and most surprisingly, a wrap top.
At first glance, the collection is undoubtedly fashionable — but will it last? Is it functional and how will its technical performance hold up? All of these questions were top of mind for Grede and her team during the design process. “Each piece was really intentionally designed. For example, we always knew that we wanted the rise of the leggings to be extra high. This was something that was important to the both [co-founder Khloe Kardashian and I] because we know for even our own bodies, that’s way more flattering. We’ve experienced fabric rippling at the top and flipping forward in workouts and that was something we knew we had to get just right and something a lot of women experience,” explains Grede.
In a marketplace that’s saturated with athletic brands, Good American is making sure its new performance line stands out from the rest.
Shop the entire collection now at goodamerican.com or at select Nordstrom and Six:02 retail locations.
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