PSA: The Jeans We All Need

Can’t beat ‘em for flattering every shape.

When we met the unstoppable Emma Grede, partner of Khloe Kardashian in their omni-flattering fashion line, we learnt why the women founded Good American.

Frustrated at the lack of sizing on offer and jeans that didn’t fit in all the wrong places, they took matters into their own hands, mainly to have something super flattering to wear.

“It was about offering premium denim and being inclusive of all sizes ... I come from a family of women who are shapely and happy with it and that doesn’t mean that their appetite for fashion is any less feverish.”

Khloe and Emma via Getty Images

Emma told us about all the miracle features and fabrication tricks that go into making GA jeans so.damn.good.

“There are a lot of technical differences in our denim, like curved stitching and really great details. We fit everything on two different body shapes and there’s actually a difference in the pattern of the larger sizes – nothing that you would see to the naked eye – but it’s cut for a curvier figure when it goes up on the size scale. Then we’ve got all sorts of tricks in the pattern of the denim. We have this thing called a ‘four-piece trouser contour waistband’ which means you’re never going to get that gap at the back which shows your underpants, which is horrendous for most women! We use a premium fabric which is not just about stretch but recovery – in between wears, the fabric shrinks back to the original size, which makes a massive difference.”

Yes, that sounds amazing, but we weren’t just going to take Emma’s word for it, so we asked four members of THE ICONIC staff to put them to the test and tell us what they really thought.

And as the brand nails activewear and moves into other wardrobe essentials, it’s still the denim that keeps bringing us back. Shop the styles our team can’t live without…

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