Khloé Kardashian’s Good American brand launches on ASOS

ASOS continues to bulk up in its third-party brands with the high-profile arrival of Good American to its expansive fashion platform. 

The “trailblazing” global womenswear brand, co-founded by Khloé Kardashian and British entrepreneur Emma Grede, arrives with a clear vision, “to redefine fashion with styles that empower women”.

Founded in 2016, Good American focused on fully inclusive sizing in every collection from the start.

The just-launched summer collection on ASOS will feature a curated edit of its denim and elevated everyday essentials.

Grede said: “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.”

Shazmeen Malik, Brands director at ASOS, added: “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.”