London, 9 June 2025 - 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.

Notes to editors

Good American will be available to shop on ASOS.com from Monday 9 June 2025. 

Size range: UK 2 to UK 36 / US 00 to 32 

Price range: £50 to £225  / US $49 to $249

About ASOS

Founded in 2000, ASOS has 20 million active customers in over 200 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique brands, including ASOS DESIGN, ASOS EDITION, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be. 

About Good American

Good American was founded with a clear vision: to redefine fashion through solutions that empower the modern woman. At Good American, clothing is more than just something to wear –  it’s an expression of identity and confidence, designed to make every woman feel her best.

Founded in 2016 by Khloé Kardashian and Emma Grede, Good American is committed to creating fashion that all women can rely on. From day one, they’ve redefined industry standards, setting a new benchmark with fully inclusive sizing in every collection.

From the beginning, this female-founded brand has listened to women’s needs, creating versatile, comfortable, and stylish solutions that celebrate every body shape and size. Offering innovative approaches across both denim and ready-to-wear collections, the Good American design team always prioritizes high-quality fabric, an uncompromising attention to fit, and most importantly, comfort — ensuring their customers always feel like the best version of themselves.