Courtesy of Good American
“At Good American we don’t believe in traditional labels,” a quote reads on the Good American official website.” Since its inception in 2016, this ethos has been reflected in its sizing (denim starts at 00 and goes up to 24), as well as in the brand’s diverse cast of models. Still, co-founder Emma Grede and Khloe Kardashian realized they weren’t catering to an often overlooked group of women who fall between size 14 and 16, so they did what no other brand has done: create a whole new size and style.
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Today, Good American debuts, Good Curve, a style the brand calls “the ultimate balancing jean” and size 15, designed “for those customers that sit on the cusp of straight sizing and plus sizing.” They were inspired to “invent” the size after receiving 50% more returns between 14 and 16, compared to any other size in the 00-24 size range.
“By bringing in a focus group of real women who fell between size 14 and 16, we were able to measure their bodies, listen to their concerns and needs, and understand everything from their shopping experience to what they’re looking for when it comes to denim,” Grede tells ELLE.com of the process. “We initially realized the demand for a size 15 after looking at our customer data. The lightbulb that went off for me is that there is this jump between 14 and 16 because that is where our pattern changes from a “straight” pattern to a “plus” pattern, it was clear that we needed to provide another option to women who were in-between sizes.”
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Good American’s new Good Curve collection includes the Good Curve Straight and Good Curve Flare and the new sizing will also translate to the brands’s current offerings, like the sleek, figure-hugging Good Waist and the classic Good Legs.
