Good American, the size-inclusive denim brand from Khloe Kardashian and Emme Grede, just launched an activewear range called Performance. Fashion writer Billie Bhatia finds out whether it’s worth the hype.
It is not uncommon for a celebrity to put their name to a range of clothing. In fact, you only have to click onto a fast-fashion website to see collection after collection attributed to a famous face. The likelihood of said celebrity actually sitting down with pencil and paper to sketch their designs, getting involved in the manufacturing and the production of their ‘collection’ is pretty slim, but they take a good picture, so case closed.
When Khloe Kardashian and Emma Grede launched Good American, you could be forgiven for thinking this was simply another famous person putting their name next to an average product that was benefitting their pockets more than it was benefitting your wardrobe. But I give you my tried-and-tested word: Good American is not that brand, and its newly launched Performance range is an absolute game-changer.
If you aren’t familiar with the Good American family, I urge you to seek it out like air-conditioned transport in this heatwave.
Let me give you the lowdown. Good American, founded by Emma Grede and Khloe Kardashian, made waves when, in 2016, their denim line made $1million on the day of launch. The reason why? Of course, you can’t knock the power of a Kardashian, but the real selling point was the dedication to size inclusivity. The denim line ran from sizes 00 to 24 and nothing was diluted for the smaller or larger sizes. Whatever you could buy in petite and straight sizes you could buy in plus, and vice versa. Their biggest accolade, however, was only to distribute the collection to a retailer that would sell the entire size range from top to bottom. Founder Emma Grede explains, “We don’t water down our designs for inclusivity, we want everyone to have the same option”.
I caught up with Emma Grede who explained the unique perspective of Good American: “When I started the brand I didn’t focus on it being a denim brand, I just wanted it to be size inclusive. My best friend is plus and I found it weird and old-fashioned that if we walked into a store together I could buy something and she couldn’t. I know so many women who have spent years with body issues worrying about their size and we wanted to change the relationship women had with their bodies. We wanted women to be thinking a lot less about the size of their backside, because there is so much more to life than that.”
Last week, the brand launched Performance, an activewear collection in the same size range as their denim (and their body suits and sweatshirts). Already a fan of the jeans, I wanted to see whether their technology for an entirely different fabrication was as good.
I can confirm they are brilliant. I tried the Performance leggings for an at home HIIT session (granted, these are rare) and they contoured around the curves of my body like a firm glove and then held each ounce of flesh in place. Not so tight that I felt I was wearing shapewear, but not so loose that I spent the entire workout pulling them up – they were just right. They had the right amount of stretch and I didn’t feel like I was about to overheat and combust in them either. The fabric is performance-based, this isn’t just what you wear to brunch (although I plan on doing that too), the pieces are made for hardcore exercise and a lot of sweat. Double win if you ask me.
“Above and beyond being another denim brand or another performance brand we want to service our customers. I want the tops to properly support their bodies, the fabrications to stretch and work to their contours in an easy flexible way. We have a purpose and we want people to feel the benefits.”
The size range works in a similar way to the jeans, ranging from XS-4XL, and prices starting from £36.61. Shop the collection here.