What GOOD AMERICAN does

Good American is a privately held, size-inclusive denim and apparel brand founded in 2016 by CEO Emma Grede and co-founder Khloe Kardashian, headquartered in Los Angeles. The company sells direct-to-consumer via an owned Shopify storefront and select brick-and-mortar retail locations, with international checkout enabled through Global-E across more than 100 countries. Its product portfolio centers on women's denim — covering fits from skinny and straight to wide leg, barrel, flare, and relaxed — paired with proprietary technology sub-lines branded as Always Fits (adaptive stretch), Soft Tech (performance stretch), Never Fade (color-locking), Compression (body-smoothing), Power Stretch/Pull-On (ease of wear), and Vintage (heritage washes). Beyond denim, the assortment extends into apparel, Good Swim, Jeanius Sweats loungewear, and accessories, with recurring flagship collaborations such as the Dolly Parton 'Dolly's Joleans' capsules.

The company's revenue model is straightforward unit-priced DTC apparel sales — standard denim ranges roughly $98 to $198, with a $99 accessible tier and tops from $48 to $148 — augmented by gift cards and Buy Now Pay Later financing through Klarna and AfterPay. Customer acquisition is anchored by the Kardashian brand association and amplified through Instagram, TikTok, Facebook, and Pinterest, plus email and SMS marketing. The brand is B Corp certified and reported $200M in revenue in 2023. AI adoption is in early-stage operational use for demand planning and merchandising under a 'test and learn' posture, with design functions remaining human-led.

Name

GOOD AMERICAN

Legal name

Good American

Website

https://goodamerican.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Good American is a size-inclusive women's denim and apparel brand selling direct-to-consumer through its Shopify storefront, serving customers from size 00 to 32 Plus across multiple countries.

Ownership category

akta.pro rank

Product category

Women's Denim & Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industries

Denim & Casualwear Specialty Retail (CRAAABAN), Denim & Bottoms Cut & Sew (Jeans/Trousers/Shorts) (IMAOAEAD)

Keywords

• Size-inclusive denim
• Women's apparel
• Premium jeans
• Plus-size fashion
• Direct-to-consumer clothing

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Revenue generated through direct-to-consumer sales of denim and apparel products via e-commerce platform. One-time purchase model for individual products. The company also offers gift cards as an additional revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Good American designs, markets, and sells size-inclusive women's denim and apparel directly to consumers through its Shopify-powered e-commerce site (goodamerican.com), brick-and-mortar stores, and international shipping via Global-E. Its core product is denim offered across fits (skinny, straight, relaxed, bootcut, wide leg, flare, barrel) and an industry-leading size range from 00 to 32 Plus, supported by proprietary fabric technologies branded as Always Fits, Soft Tech, Never Fade, Compression, and Power Stretch/Pull-On. The company complements denim with apparel (tops, bodysuits, dresses, sweaters, outerwear, jumpsuits, swimwear, accessories) and capsule collaborations such as Dolly Parton's 'Dolly's Joleans'.

Product overview

Good American is a size-inclusive denim and apparel brand co-founded by Khloe Kardashian and Emma Grede in 2016. The company operates primarily as a DTC e-commerce business powered by Shopify, offering a unified portfolio centered on denim innovation. The core product is denim in multiple fits (skinny, straight, relaxed, bootcut, wide leg, flare, barrel), supported by proprietary technology sub-brands including Always Fits (adaptive stretch), Soft Tech Denim (performance), Compression Denim (shapewear technology), Never Fade (color-locking), Power Stretch (pull-on convenience), and Vintage Denim (heritage washes). The apparel line extends across tops, dresses, swimwear, and accessories, while special collections like Dolly's Joleans (collaboration with Dolly Parton) and Jeanius Sweats provide differentiated offerings. The brand serves a broad size range from 00 to 32 Plus with inclusive sizing as a core differentiator.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Denim (Jeans) Foundational women's denim category offered across multiple fits (skinny, straight, relaxed, bootcut, wide leg, flare, barrel, cropped) in inclusive sizing from 00 to 32 Plus, with petite and long inseam options; price range approximately $98–$198.
• Always Fits Denim Proprietary adaptive-stretch denim technology designed to flex and fit across body sizes, available in straight, bootcut, and flare silhouettes.
• Soft Tech Denim Performance denim collection combining advanced stretch materials with structure, aimed at active lifestyles and comfort seekers.
• Compression Denim Shape-enhancing denim with built-in compression technology providing slimming and body-smoothing effects while maintaining comfort.
• Never Fade Denim Color-locking denim technology designed to maintain original wash and color intensity through multiple washes and extended wear.
• Vintage Denim Heritage-inspired denim collection featuring classic washes and retro styling paired with modern fit technology.
• Power Stretch / Power Pull-On Denim High-performance stretch denim with pull-on styling that eliminates traditional closures, designed for ease of wear.
• White Denim Specialty collection of white and light-colored denim pieces for seasonal wardrobe rotation.
• $99 Denim Curated selection of core denim styles offered at an accessible $99 price point to broaden the brand's price reach.
• Women's Apparel Complete clothing line including tops, tees, tanks, bodysuits, shorts, skirts, dresses, sweaters, pants, outerwear, jumpsuits, and accessories designed to complement the denim core range; prices roughly $48–$148.
• Good Swim (Swimwear) Size-inclusive swimwear collection applying the same inclusive-fit philosophy as the denim line.
• Jeanius Sweats (Loungewear) Elevated loungewear collection combining denim-inspired aesthetics with comfortable sweatpant construction.
• Dolly's Joleans Collection (Dolly Parton Collaboration) Capsule collaboration with Dolly Parton featuring Western-inspired denim pieces with butterfly motifs and intricate embroidery, including palazzo jeans, shirts, shorts, mini dresses, flare jeans, and specialty embroidered pieces.

Quantifiable outcome

• Size range from 00 to 32 Plus covers the full spectrum of women's sizing needs

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Dolly PartonflagshipStrategic or Co-development Partner · 2 April 2026Multi-collaboration partnership between Good American and Dolly Parton, resulting in the 'Dolly's Joleans' denim collection. The partnership has produced multiple capsule collections featuring country-coded denim with butterfly motifs and intricate embroidery. The third collaboration launched in spring 2026, featuring pieces like the Dolly Butterfly Top that quickly sold out of sizes.
• Khloe KardashiancoreStrategic or Co-development PartnerCo-founder of Good American, bringing celebrity branding and cultural relevance to the size-inclusive denim brand. The partnership was initiated after Grede made a cold call to Kris Jenner.
• Global-EcoreTechnology or IntegrationInternational e-commerce platform partner enabling Good American to offer global shipping with currency conversion, duties and taxes calculated at checkout, and guaranteed landed costs with no additional charges at delivery.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the Good American website. Shopify showcased AI-powered commerce tools at NRF 2026 and has partnership announcements involving brands like Good American.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NYDJ (Not Your Daughter's Jeans): NYDJ is the closest direct peer — premium women's denim positioned specifically around fit, shaping, and size inclusivity across a wide size range. Same core customer (women seeking flattering, comfortable denim above standard sizing) and same merchandising logic (fit-technology sub-lines).
• Madewell (J.Crew Group): Madewell is a direct premium denim competitor with strong DTC and store presence, targeting a similar customer on fit, wash variety, and lifestyle branding. Comparable price architecture and a comparable dependence on denim as the category anchor.
• Frame (Frame Denim): Frame is a premium denim brand competing in the same $150–$250 price band with celebrity distribution and fashion-forward washes. Comparable wholesale-plus-DTC model and similar celebrity-driven marketing playbook.
• Universal Standard: Universal Standard is a direct peer in size-inclusive premium apparel, with an even more aggressive size range and a similar brand mission around fit for underserved body types. Strong comparison point on inclusive sizing as a brand wedge.
• True Religion: True Religion is a heritage premium denim brand with celebrity roots, premium price points, and ongoing premium-positioning DTC distribution. Direct comparable on premium denim brand dynamics, though with very different size and operating strategies.

Broad incumbents

• Levi Strauss & Co. Levi's is the broad incumbent dominating the denim category with the widest size extension push in the industry. Competes head-on with Good American on denim and is a key benchmark for what scale plus size inclusivity looks like at the mass-premium tier.
• Aritzia: Aritzia is a comparable women's apparel multi-brand operator with strong DTC, mall, and international presence, competing for the same premium women's customer across denim, tops, and dresses. Useful comparable on scaling a women's apparel portfolio internationally.
• Lane Bryant: Lane Bryant is the leading specialty plus-size women's apparel retailer in the US. Comparable on serving the plus-size customer with a denim-anchored assortment, though with a value-tier price positioning and a different channel mix.

Emerging players

• Skims: Skims is co-founded by CEO Emma Grede and Kim Kardashian and shares Good American's operating DNA: celebrity partnership, inclusive sizing, DTC-first, sub-brand architecture. Closest comparable on go-to-market and brand-building mechanics, even though the category (shapewear/intimates) differs.
• Savage X Fenty: Savage X Fenty is a celebrity-founded, size-inclusive, digitally-led apparel and intimates brand with a comparable cultural-marketing and body-positivity positioning. Useful comparable for the celebrity + inclusivity + DTC combination, though its category lead is intimates rather than denim.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/goodamerican
• Instagraminstagram.com/goodamerican
• TikToktiktok.com/@goodamerican?lang=en
• Pinterestpinterest.com/goodamerican
• Xx.com/goodamerican
• LinkedInlinkedin.com/company/good-american

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GOOD AMERICAN