A great pair of jeans are like a soulmate: they makes you feel like the best version of yourself. There is no single style that suits everyone — we all have different body types and lifestyles that suit different cuts.
Emma Grede is the founder and CEO of Good American, a premium denim and apparel label that puts a major emphasis on cuts and style that promote healthy body image. Co-founded alongside Khloe Kardashian, Good American offers a full and inclusive sizing range of clothing, including gorgeous denim made for every body.
We love Emma’s inclusive fashion philosophy and her natural instinct for style. Her women-first approach is timely and totally on our level. We asked her to join our In Her Closet series to dish about the trends she’s loving, the ones she’s leaving, and a heartfelt mantra we’re totally stealing…
Good American’s new collection of dresses. Our dresses are super comfortable, versatile and perfect for the summer heat.
My style in three words:
Chic, feminine and comfortable.
Our customers! I’m constantly listening to their feedback to determine what product and design features the Good American woman needs in the future. Connecting with our customers on Instagram is especially important to ensure we’re constantly delivering the best products, but it also means we’re constantly reviewing and applying feedback.
My style icons:
Giovanna Battaglia, Rihanna and Christine Centenera.
Go-to uniform/signature look:
Our jeans and a t-shirt paired with a great pair of heels.
Favorite natural/eco materials:
We’ve recently launched new denim styles made of BCI cotton (Better Cotton Initiative) which sources cotton from sustainable and ethical farms.
My mission in one sentence:
Good American’s mission is to celebrate all dimensions of female power by forging style with a fit-first philosophy.
Something in my closet that I'll own forever:
It’s a little cliché but I bought a classic black Chanel Jacket with gold trim and Lucite buttons and I will keep it forever and ever!
Style/design trend I'm most excited about:
More companies adopting an inclusive approach to fashion.
Trend I'm excited to see go:
Logo emblazoned anything, so not my jam.
Most essential accessory + how to rock it:
I love handbags! I buy them all the time but I keep it pretty classic in shape and go crazy on color or print because my style is simple and classic. My current favorite is the baby Les Second by Frame, I have it in two colors already.
Look that will never go out of style:
You can never have too many blue jeans and white t-shirts!
Favorite sustainable brands/designers + resources:
We’re huge fans of Repreve and their work with plastic — they construct yarn from 100% plastic bottles including post-consumer PET bottles and post industrial fiber waste.
My forever mantra is to be kind always. People will forget what you said, people will forget what you did, but people will never forget how you made them feel.