The denim brand originated in the US in 2016 after Khloe Kardashian and friend Emma Grede were talking about how body ideals have shifted in the last few years and how difficult it was for women to buy denim that really fit their body types. So they set out to make a denim line that is sexy, flattering and designed to fit women, not the other way round.
We’re really looking forward to checking it out. Why? Because the brand aligns itself with HLN’s values so well, and whilst they aren’t the cheapest jeans, we think that this range brings much greater diversity and inclusivity to our high street.
Body positivity: They feature women of all shapes, sizes, colours and backgrounds, considering themselves leaders in the body positivity movement.
Extreme inclusivity: Every item of clothing they create is available in a full and inclusive size range with no compromises.
Breaking down barriers: They don’t separate sizes, they’re all in one place.
The brand says ‘our jeans empower every woman’ and we have to say, its website reflects this, hence why the team at HLN are so drawn to the brand, We know that there are few clothing items more difficult to shop for than a good pair of jeans. Good American promise to lift us up, hold us in and hug our every curve, making our bums look incredible (here’s hoping)!
As we mentioned, their philosophy is fit first, with a wide range of sizes from UK 8-24, and styles including maternity, high-waisted, flares and more.
The website is fun to play around on, and like ASOS is moving towards, you can choose a model that best represents your height and body shape to get a better idea of how the jeans will look on you.
The last thing we love? Their sustainability ethos. They use ethically produced fabrics, eco-friendly packaging and environmentally safe denim washes.
Bravo Khloe – love or hate the Kardashians, we think you’ve knocked this one out of the park.
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