ADVERTORIAL
GET TO KNOW GOOD AMERICAN WITH CO-FOUNDER AND CEO EMMA GREDE
By Ayis Stephen-Diver, 9 June 2025
Picture: Good American
It's official: Good American has landed on ASOS! Founded in 2016 by Emma Grede and Khloé Kardashian, Good American has a clear vision: make premium styles more accessible to every body. Spanning sizes UK 2 to 26, the new collection features skin-loving styles designed to make you feel your best. Trust us, your kloset is about to get the summer glow-up of its life thanks to their iconic denim and must-have staples. To celebrate the launch, we caught up with Co-founder, CEO and certified cultural icon Emma to dive into the brand's story, her go-to jeans and a fashion rule she's willing to break.
Good American scuba modern tank bodysuit in black, £79
Hey Emma! Good American’s been in the game for almost a decade. What did you and Khloé want the brand to achieve?
Good American set out to be the best in denim, delivering a premium quality, exceptional fit and really modern designs. From day one the brand has redefined industry standards and built a reputation for pushing boundaries.
What do you think makes ASOS and Good American the perfect match?
ASOS has always been ahead of the game when it comes to giving people access to brands that speak to them, wherever they are, whoever they are. And that aligns perfectly with our mission. We want Good American to be as accessible as it is empowering, and ASOS is the perfect partner to help us do that on a global scale.
Unstoppable. I want them to look in the mirror and think ‘this me at my best.’ Whether you’re walking into a boardroom, a brunch or just running errands, if you’re wearing Good American you should feel like the most confident version of yourself.
What’s a highlight of the brand that you’ll never forget?
Our first day of launch. We did over $1 million in sales, and not because of the hype, but because women were waiting for a brand that spoke to them. That was our proof of concept and I’ll never forget it.
I love the new Good Standard Baggy Jeans. I’ll style them with a blazer, a great heel and loads of gold jewellery – it’s my uniform that you’ll catch me wearing to girls nights out and beyond.
Let’s say you’re running late to a meeting – what are you throwing on that’s quick but polished?
If I’m running late – which, to be honest happens all the time – I’m grabbing my favourite pair of Good American Good Legs Jeans. They always look cool, they’re super comfortable and they just work with everything. And I’ll put on a white T-shirt, one of our matching denim shirts and maybe some sunglasses.
What’s a fashion aesthetic you think deserves to make a comeback?
Low-key 90s glamour. 90s minimalism – like a silky slip and strappy heels. Fashion that doesn’t scream attention but definitely turns heads.
Tell us a popular fashion rule you love to break.
‘Dress for your body type.’ Scrap that, you should dress for your mood! If you love it, you should wear whatever you feel – no permission needed.
Pictures: ASOS
The trend landscape is always changing – what key styles do you predict will be ‘the next big thing’?
The rise of elevated basics. People want less fuss but they still want to look pulled together, so think structured tank tops, slick little sets and things that just do the heavy lifting for you, and where confidence meets comfort.
Shop Good American on ASOS.
