fashion

GOOD NEWS: You can now buy Khloe Kardashian's Good American jeans on THE ICONIC.

You never really know what you’re going to get when a celebrity brings out their own fashion label.

Just over two years ago, reality TV star and entrepreneur Khloe Kardashian did just that when she launched a range of jeans predominantly on Instagram.

Predictably, it went gangbusters.

Now, Khloe’s fashion label Good American, known for its inclusive jeans, are available to buy in Australia on THE ICONIC.

On Thursday, the Australian and New Zealand retailer announced it will be stocking the brand’s full size range in denim, activewear and leisure wear for their Australian customers.

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As of Thursday February 7, THE ICONIC is stocking the Good American Good Legs Jeans in a classic black, light blue, faded black, dark blue and ripped blue.

Founded in 2016 by Kardashian and fashion entrepreneur Emma Grede, Good American’s whole shtick is being an inclusive fashion brand that offers flattering, on-trend designs (that don’t compromise fit or style) in sizes 00 to 24.

In Australian sizes, that translates to sizes 4 to 28. If it feels hyperbolic to say the brand’s sizing range is revolutionary, we assure you, it’s not. At all.

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“Everything we do, in all the sizes. You can make great products available to everyone. I’ve been in the fashion industry for 15 years, so I was painfully aware of how under serviced plus size women are,” Grede told Mamamia.

“Why are these women continually ignored? It should just be a non-issue. When you wake up in the morning and you want to wear a pair of jeans, you don’t think ‘I want to wear plus size jeans today’, you just want to put on a pair of jeans that fit.”

good american the iconic
The classic black. Image: Supplied/THE ICONIC.
good american the iconic
How great are these light blue jeans?! Image: Supplied/THE ICONIC.
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good american the iconic
The faded black jeans feature distressed detailing too. Image: Supplied/THE ICONIC.
good american the iconic
Can't go wrong with a pair of dark wash jeans, eh? Image: Supplied/THE ICONIC.
good american the iconic
A ripped knee detail never hurt anyone either. Image: Supplied/THE ICONIC.
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Good American jeans might look like every other pair of jeans on the rack, but there are some key design features that have awarded the brand hundreds of five-star reviews. For example, the fabric is not only stretch, but recovery too, meaning the denim stretches with you, but shrinks back to maintain the perfect fit. If you look closely, you'll also see the back of the jeans are constructed with four contoured panels which eliminates the dreaded gaping bit at the back you're constantly yanking up.

Another small but important detail about Good American's size range is how it's... one range. Not 'Plus Size' and 'Curve' and "Petite' and 'Normal'. All of Good American's designs are available to buy in all sizes, for the same price.

A pair of Good American jeans will set you back between $249 and $269. They're not the cheapest jeans around, and Grede admitted going back to the start and re-designing a classic design like denim jeans to genuinely fit women's bodies in such a vast size range costs.

"A lot of the fashion industry are embracing body positivity on the outside, but not doing the work, and there's a lot of work on the back end to make the products work at different sizes," she said.

"While we make sure our products don't look any different, there are technical differences between a pair of size 0 jeans and a size 20 pair. The pattern changes and there are considerations that have to be made to make a garment work for different body shapes. This costs money.

"You have to be willing to do the work and research in, and make it really work for her. There's so much more work to do, what we're doing is just part of a bigger picture."

If you've been wanting to get Khloe's jeans on your bum, now is a great time to give Good American a try.

Because when there's free returns (thanks THE ICONIC), why wouldn't you?

The Good American range is available on THE ICONIC now.  Shop key denim and activewear pieces by visiting www.theiconic.com.au/good-american/.

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