Good American

Steeped in an uncompromising ethos of inclusivity and a ‘relentless obsession with fit’, apparel label Good American champions high-quality, curve-friendly pieces for women of all shapes and sizes.

Founded in 2016 by Emma Grede and Khloé Kardashian, the label is driven by a desire to produce increasingly sustainably-minded, high-quality wardrobe staples that fit and flatter women between the sizes of 00-24. From distressed blue denim skirts, high-waisted white jeans and raw-edge cut-offs, the brand ushers in an all-encompassing edit of pieces destined to become the cornerstone of any wardrobe.

Underscored by a vast and varied offering of A-line shorts and knee-skimming skirts, and straight-leg, figure-hugging and cropped jeans, Good American is a one-stop, denim-heavy shop to kit out every angle of the modern off-duty edit. A long-touted wardrobe workhorse, denim transitions from the ultimate utilitarian uniform to after-dark ‘jeans and nice top’ chic with unparalleled ease. Ripped knees and frayed cuffs add lived-in appeal and an air of sartorial sedition to the Good American aesthetic, challenging the textbook indigo-washed status quo with every crisp white, bleach blue or jet black wash.

Aligned with our own ethos of inclusivity, THE ICONIC is proud to stock Good American — an internationally-recognised brand that continually celebrates the diversity of the human form, designing and delivering premium wardrobe pieces that complement and flatter bodies of all shapes and sizes.