Good American moves into petite denim

Good American, the inclusive fashion brand founded by Emma Grede and Khloé Kardashian, has moved into petite sizing with the launch of Good Petite Denim.

The eight-year-old company said it has designed “the 5-star collection with no compromises, no alterations, ideal for our 5’4 and under squad”.

Specialist sizing is a huge growth area in the fashion sector, although petites aren’t always a priority in a market in which women in general tend to be taller than they were decades ago.

But the new offer comprises 16 core denim styles such as the Good Petite Straight Jeans and the Good Petite Flare Jeans. They’re equipped with 25-30-inch inseams. The shorter inseam aims for “proportional fit effect”, plus there’s an “adjusted rise for a shorter torso and modified knee placement for shorter legs”.

They’re available exclusively on the brand’s website.

As mentioned, the company was founded in 2016 with the aim of being “the first fully inclusive fashion brand to offer trend-forward designs made to fit women of all sizes”. 

Since then, it has expanded to new categories in sizes 00-32 and has clearly resonated with high-end retailers. As well as being available via its own webstore, its products are sold in the UK through Selfridges, Browns, Harrods and Flannels.