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UK's ASOS launches Good American to expand inclusive fashion offering

11 Jun '25

2 min read

UK's ASOS launches Good American to expand inclusive fashion offering

Pic: ASOS

Insights

ASOS welcomes Good American, the inclusive womenswear brand co-founded by Khloé Kardashian and Emma Grede.
Known for empowering styles and all-day comfort, the brand brings its iconic denim and essentials to ASOS.
With a focus on inclusive sizing and confident design, the partnership expands access to fashion that fits and flatters every body.

ASOS, the go-to destination for fashion-loving 20-somethings, is proud to announce the arrival of Good American – the trailblazing global womenswear brand co-founded by Khloé Kardashian and Emma Grede, with a clear vision: to redefine fashion with styles that empower women. At Good American, clothing is more than just something to wear – it’s an expression of identity and confidence, designed to make everyone feel their best.

Founded in 2016, Good American is committed to creating fashion that can be relied on. From day one, they’ve redefined industry standards, setting a new benchmark with fully inclusive sizing in every collection.

Speaking about the launch, Emma Grede, Co-founder and CEO of Good American, says: ‘We’re incredibly excited to bring Good American to ASOS, a platform with a global reach and such a strong presence in the UK. As a London native myself, it’s especially meaningful to be able to share our brand with customers here and around the world. This partnership is an exciting step forward in our mission to make confident, impactful style and high-quality denim available to more women everywhere.’

Available from today, the summer collection on ASOS will feature a curated edit of Good American’s iconic denim and elevated everyday essentials, all made to work for every kind of body. The pieces reflect the brand’s signature blend of fashion-forward design and all-day comfort, underscoring its mission to make everyone feel like the best version of themselves.

Shazmeen Malik, Brands Director at ASOS, adds: ‘We’re thrilled to welcome Good American to ASOS. We believe that great style should be for everyone, and Good American’s commitment to inclusive design and diverse representation makes it a natural fit for our premium brand offering. We’re excited to offer even more choice to our customers – without compromising on fit, quality or style.’

Together, ASOS and Good American are setting a new standard for what it means to dress with confidence, proving that inclusive fashion isn’t a trend, it’s the future.