Good American Has Brought A New Size Jean To The Market

Khloe Kardashian and Emma Grede launched Good American in 2016. The denim brand has made its name from being size inclusive, holding jeans from sizes 00 to 24. However, the brand has recently discovered that there is a type of customer that they have overlooked.

Good American analyzed their customer data which revealed that it received 50% more returns of size 14 and 16 jeans than any other sizes. “My design team and I believe that the reason for this is that between size 14 and 16 we switch from using a ‘straight’ pattern to a ‘plus’ pattern. In the plus pattern, allowances are made for a totally different body type, which you might not necessarily need if you’re at the higher end of the straight sizes or the lower end of plus,” Emma Grede, co-founder of Good American wrote.

Khloe and Emma have come to the rescue and created a new invention, the size 15 jean. The jeans will be launched in September this year and are part of the new ‘Good Curve’ collection, which has a variety of styles such as straight and flare cuts. The selection of jeans will range from $159 – $169.

Most brands talk about body positivity and claim to offer sizes for all, but Good American is actually walking the walk by listening to customer feedback and acting on it.

“A large part of our success comes from listening to our customers and directly applying their feedback. Our new fit and size have been in the works for nearly a year after reviewing our customer data and size patterns. From there, we used social media to find a focus group of women who fell between sizes 14 and 16 and brought them into our office. We measured their bodies, listened to their concerns and needs, and understood what they were looking for when it comes to denim in order to perfect the new size,” Grede said.

While fashion and size inclusivity still has a long way to go, it looks as though Good American is heading in the right direction.