Good American is expanding its reach.
The Los Angeles-based brand, co-founded by Khloé Kardashian and Emma Grede in 2016, announced on Monday a new partnership with the British online fashion retailer Asos.
Partnering with Asos gives Good American access to the retailer’s 20 million active customers. The B Corp brand is currently sold in Harrods, Harvey Nichols, Selfridges, Anthropologie, Flannels, Fraser and Fenwick in the U.K.
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“We’re incredibly excited to bring Good American to Asos, a platform with a global reach and such a strong presence in the U.K.,” Grede said in a statement. “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 now, Good American’s summer collection on Asos offers size inclusive denim and elevated everyday essentials. The denim selection spans ’90s shorts and miniskirts, Bermuda shorts, rompers and dresses to flare, straight, skinny and skate jeans. Signature collections like Good American’s compression denim and indigo knit denim are part of the assortment as well as poplin shirts, tees, scuba bodysuits and ponte trousers.
Asos, which also carries Wrangler, Levi’s, Cotton On and more, said the curation 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.”
Good American and Asos share a focus on size inclusivity. The retailer, which is in over 200 markets, will carry Good American’s total size range, US 00 to 32.
“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,” said Shazmeen Malik, Asos brands director.
Good American has been expanding its footprint. In the last couple of years, the Dolly Parton collaborator has opened brand stores in Los Angeles, Newport Beach, Calif., Las Vegas and Atlanta. A new store at Westfield Topanga in Canoga Park, Calif. is coming soon.
In March, Good American formed a partnership with Macy’s, launching at 36 Macy’s doors and on Macy’s mobile app and macys.com. The partnership will expand to a total of 79 doors starting in the fall.
