Good American’s Emma Grede Talks Denim Innovations, Latest Collection
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Good American is taking its denim innovations to the next level.
Co-founded by entrepreneur Emma Grede and reality star turned businesswoman Khloé Kardashian, the Los Angeles-based premium denim brand has strived to create a community built on inclusivity.
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In the process, the brand is innovating how denim is perceived in the market and is challenging industry norms. In 2018, Good American introduced size 15 to its line of women’s jeans to try to bridge the gap between “missy” and plus sizes. And in 2022, it launched Denim Better, a line of size-inclusive swim tops and bottoms that “looks like denim” but “fits and feels like swim perfection.”
“Our consumers continue [coming back for more], knowing that we’re pushing the envelope forward—from sizing to snatching,” Grede told Rivet.
Fast-forward to 2023, the B Corp-certified brand is now designing with maximum comfort in mind with the launch of SoftTech Denim.
“Women who wear Good American want to feel confident and sexy without sacrificing comfort—as they’re forced to do in many other brands. With SoftTech, we’ve created a completely new fabric technology and engineered our softest and most comfortable denim yet, all in our beloved silhouettes,” Grede said.
Launched last month, SoftTech Denim is made with two fabrications, including SoftTech Cotton Jeans, which provide a casual, classic denim feel and focus on softness. SoftTech Cotton Jeans are made with 93 percent cotton, 5 percent Lycra T400 and and 2 percent Lycra.
The second fabrication is SoftTech Silkie Jeans, which provide a more elevated look with drape and a slight sheen. The zero-cotton SoftTech Silkie Jeans are made with 48 percent Tencel, 47 percent Ecovero, 4 percent polyester and 1 percent Lycra.
“Knowing we’ve perfected our fit formula, infusing that with groundbreaking softness was a natural next step,” she said. “Our team is constantly designing, experimenting and elevating our products to further fuse comfort and style.”
The SoftTech Denim collection retails for $139-$165 with sizes ranging from 00-32. It’s available now on Good American’s website in a variety of styles, including skinny, straight, slim, bootcut and more.
Grede said SoftTech will become one of Good American’s staple fabrics and be integrated into the design and creation of new silhouettes and styles going forward. “Everyone looks for something a bit different in their denim, so we’re excited to give those seeking that extra-cozy feel products that are as soft as they are chic,” she said.
The new collection is a part of Good American’s Denim Innovation category, which includes Always Fit, a line of jeans that come in five size categories encompassing 00-32+ with 100 percent stretchability, and Compression Denim, a collection of jeans made with sculpting fabrics that offer three compression levels—including light, super and mega—and more.
“While all our denim (and products) are innovative, our Denim Innovation category is reserved for special projects that dive deeper into the technology behind what makes the perfect pair of jeans,” Grede said. “This category drives 30 percent of total denim sales year to date and has been home to some of our best-selling innovations.”
In addition to building out its range of denim fabrics, Good American is expanding its retail footprint. In June, the brand opened its first brick-and-mortar store at the Westfield Century City Mall in Los Angeles.
“I’m excited to continue bringing Good American to more people across the country and abroad,” Grede said. “As we expand our retail footprint and wholesale partnerships, I look forward to seeing even more women find their fit and unlock their potential, confidence and power with the help of Good American.”
