If you’re size 16+ and searching for jeans, you’re headed to the plus-size section of a clothing store. But not if Khloé Kardashian has anything to say about it. The 32-year-old reality mogul has teamed up with designer friend Emma Grede to create a line of all-inclusive denim. The brand, coined Good American, was created to fit all body types and dimensions; it ranges in size from 0 to 24 and is available online and exclusively at Nordstrom, where the entire collection will be displayed in the regular female clothing section. Prices for the line range from $149-$215.
“I’m fighting for all the real girls and all the girls with hips and curves,” Kardashian proclaimed, from a stage set up outside a Los Angeles Nordstrom during Tuesday’s Good American launch party. “We’re doing a denim revolution!”
Kardashian brought extra security to the event (20 security “ambassadors” patrolled the public event, as well as uniformed security guards and LAPD officers), her first public appearance since her sister Kim Kardashian was robbed at gunpoint in Paris.
The entrepreneur turned jeans designer highlighted her trim physique and signature booty in a pair of Good Legs jeans from the collection. She was joined onstage by Grede and momager Kris Jenner, who led the business partners through a Q&A pertaining to their latest endeavor.
“What makes these jeans different?” asked Jenner, who was wearing a pair of black distressed Good American fitted jeans, which she deemed as “just perfect.” Grede explained that her brand has been outfitted with a special waistband. “Most women have a bigger booty than a waist, so really what we needed to do was create this thing called a contour waistband, which means you never, ever are going to get that gap in the back. It works like a seat belt, so it smooshes you in a little bit,” she explained. “You never have any overhang, and that is really important.”
The duo also highlighted the fact that their jeans are stitched to specifically accentuate the curves of a woman’s body and are made with expensive, “stretchy” fabric. “Real women like stretch!” cooed Kardashian. “I don’t know girls who want to be in hard denim. I don’t care how petite you are. Petite girls are still curvy. We all have booties; we all have hips; that’s what makes us women. So we need a little stretch.”
As the evening progressed, Kardashian opened up about her own personal motivation for wanting to tackle the blue jean industry. “I used to be a girl that would walk into a boutique and they didn’t have my size of denim and I was really body-shamed into being too overweight. I couldn’t fit into their denim,” she explained. “Emma and I want designers to copy us and hopefully expand their line into larger sizes and to real women sizes and to really embrace this trend.”
Before exiting the stage, Kardashian summoned her “Good Squad” models to appear and twirl to show off their various Good American bottoms. The reality star revealed that after putting out a casting call for models on Instagram, she and Grede received 12,000 submissions, personally met with 250 women, and hand-picked the ladies who made the cut.
Two of the brand’s ambassadors are Kardashian’s longtime friends Malika and Khadijah Haqq. “I’m so proud of Khloé,” Malika told Yahoo Style at the event. “Her line with Good American pretty much resembles her attitude of ‘Hey guys. I went from being a size whatever to now a size that I’m more comfortable with and a healthier me. But altogether, we can all be in the same brand of jeans and feel comfortable.’ That’s what she’s doing.” Khadijah agreed, noting that it was all she could do not to let out a sea of tears in honor of her pal’s latest accomplishment. “She just keeps re-creating herself as a businesswoman. She’s a little Kris Jenner, and that makes me really proud,” she explained.
Backstage, Gabi Gregg, a size-18 body image blogger and Good Squad member chimed in about her excitement for the new line. “I usually have to shop online or go to this tiny section in a huge store to find jeans and it’s like one rack of clothing in a dark corner. It’s usually not as glamorous as the rest of the store, so it’s good to see that Good American has all sizes in one big, bright area.” Jazzmine Carthon, who was modeling a pair of size-14 distressed jeans, raved about the fact that Good American hugs her curves “everywhere they need to be hugged.” “There’s no fupa, there are no love handle hanging out,” she said. And Roxy Reyes, who was proudly rocking “Good Legs,” said the pants are her solution for fitting her larger butt and smaller waist combination. “I usually wear Spanx with jeans to get that hourglass shape, but I surprisingly didn’t have to with this pair! And they are cute and distressed, which is in right now. It’s so awesome that I can be in style and wear jeans and not have to compromise anything,” she said.
“This is so f***ing exciting!” exclaimed Kardashian, at the event, catching herself and quickly apologizing to her mother for her profanity. “Sorry, Mom.” Jenner playfully rolled her eyes, pointed to her jeans, and said, “Thank you for all the stretch.”