Khloe Kardashian and Emma Grede’s denim brand, Good American has released new size 15 jeans. Built for size inclusivity, the brand has always carried sizes ranging from 00 to 24 but discovered it had overlooked the in-between customer. Through analysis of customer data, the company found returns of jeans in sizes 14 and 16 were made 50 percent more often than any other size.
“My design team and I believe that the reason for this is that between size 14 and 16 we switch from using a ‘straight’ pattern to a ‘plus’ pattern. In the plus pattern, allowances are made for a totally different body type, which you might not necessarily need if you’re at the high end of the straight sizer or the lower end of the plus,” said co-founder of Good American, Emma Grede.
“A large part of our success comes from listening to our customers and directly applying their feedback. Our new fit and size have been in the works for nearly a year after reviewing our customer data and size patterns. From there, we used social media to find a focus group of women who fell between sizes 14 and 16 and brought them into our office. We measured their bodies, listened to their concerns and needs, and understood what they were looking for when it comes to denim in order to perfect the new size.”
The jean size is available in the Good American’s new ‘Good Curve’ collection in a range of styles.
