Good American

Good American

Direct-to-consumer fashion brand offering inclusive apparel

Overview

Good American creates fashion for women of all shapes and sizes, offering items like premium denim, swimwear, shoes, bodysuits, and sweats. The brand uses a direct-to-consumer model via goodamerican.com, which lets it control the shopping experience and collect customer data, while offering flexible payment options through Klarna (including installments and a

Significant Headcount Growth

About Good American

Simplify's Rating
Why Good American is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Social Impact

Design

Consumer Goods

Company Size

501-1,000

Company Stage

N/A

Total Funding

$1.3M

Headquarters

Culver City, California

Founded

2016

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Simplify's Take

What believers are saying

  • Dolly's Joleans returned April 2, 2026, with store, Macy's, and Selfridges distribution.
  • Paul Griffin became president in October 2024, signaling retail execution discipline.
  • Good American keeps adding celebrity collabs, including Angel Reese and Queen Latifah in 2025.

What critics are saying

  • Melissa Gillum's TCPA class action against Good American began March 11, 2025.
  • A wrongful-termination trial with ex-employee Brooke reached Los Angeles Superior Court in August 2025.
  • If Macy's slows and celebrity deals stall, Good American becomes undifferentiated denim label by 2027.

What makes Good American unique

  • Good American sells sizes 00–30 and XS–5X, rare in premium denim.
  • Dolly Parton's third Joleans drop on April 2, 2026 proved star-powered demand.
  • Macy's launched Good American in 79 doors in 2025, extending DTC reach.

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Funding

Total Funding

$1.3M

Above

Industry Average

Funded Over

0 Rounds

Benefits

Remote Work Options

Growth & Insights and Company News

Headcount

6 month growth

23%

1 year growth

23%

2 year growth

23%
Yahoo Finance
Apr 23rd, 2026
Emma Grede's book tells women to take power — but overlooks the structural leverage she used to seize it

Emma Grede, co-founder of Good American and founding partner of SKIMS, has published Start With Yourself: A New Vision for Work & Life, drawing both praise and criticism. The Wall Street Journal called it "Lean In for the post-girlboss era". Grede, who sold her marketing agency ITB Worldwide after a decade as CEO, co-founded Good American with Khloé Kardashian in 2016. The company grew to a reported $200 million business by 2023. She also holds equity in SKIMS, now valued at roughly $5 billion, where she serves as chief product officer rather than CEO. Her book emphasises taking power rather than waiting for it. However, critics note a gap between her message and her actual path, which centred on strategic equity positions and contractual leverage rather than traditional employment advancement.

USA Today
Apr 2nd, 2026
Shop the bedazzled Dolly Parton x Good American denim collab today.

Shop the bedazzled Dolly Parton x Good American denim collab today. Country glam is back! Dolly's new collection proves it with rhinestones, flare jeans and more! Deeper Dive BETA Ask USA TODAY anything What inspired the name of Dolly Parton's 'Joleans' collection? How does the Joleans collection reflect current fashion trends? Where will Dolly Parton perform in September 2026? AI Overview Full Summary Dolly Parton has partnered with Good American to launch the spring "Joleans" denim collection, featuring crystal-studded vests, butterfly tanks, and ultra-flare jeans that tap into the revived "Bell Bottom Country" trend, and the line coincides with her upcoming "Dolly: Live in Vegas" shows in September 2026. Updated April 2, 2026, 3:57 p.m. ET * Dolly Parton has released a new spring collection with the brand Good American called "Joleans." * The collection features denim items inspired by the country music icon, such as crystal-studded vests and extreme flare jeans. * This collaboration taps into the resurgent "Bell Bottom Country" fashion trend. The queen of country music is never too far from the conversation. Dolly Parton is back at Good American with a new spring collection: "Joleans." The collection is bringing back all of your denim favorites, from crystal-studded denim vests to extreme flare jeans that are inspired by the icon herself. Whether you're looking for a Stagecoach outfit, or just buying into the Bell Bottom Country fashion trend that's proudly back in style, this Dolly Parton x Good American spring collection is for you. Plus, we all need something to wear to Dolly: Live In Vegas this September, right? Shop "Joleans" from Dolly Parton x Good American. Dolly's Joleans Dolly butterfly top. This butterfly tank is a Dolly Parton signature, literally, taking its inspiration from how she's signed her name since 1973. Shop now at Good American Dolly's Joleans Dolly Crystal Denim Vest. With crystal-studded details and a classic denim fit, this Dolly Crystal Denim Vest is where denim meets Dolly's signature sparkle. Shop now at Good American Dolly's Joleans Dolly lace up peplum top. With corset-inspired detailing and a flirty peplum hem, this sleeveless top brings structure, shape and just enough charm. Shop now at Good American Dolly's Joleans Straight Jeans. Dolly's Joleans Dolly Joleans Straight Jeans These jeans have a form-hugging fit from waist to thigh with a vintage-inspired straight leg and sleek silhouette that shows off your curves. Shop now at Good American Dolly's Joleans extreme flare jeans. These jeans have a super flattering flared leg and unique seam details for a touch of Southern charm. Shop now at Good American How to see Dolly Parton live in concert in 2026. Dolly: Live in Vegas 2026 tickets See Dolly's first extended run of shows in 32 years! "Dolly: Live in Vegas" hits the stage for the first time at The Colosseum at Caesar's Palace on Thursday, Sept. 17 with six total shows planned. Buy "Dolly: Live in Vegas" tickets Our team of savvy editors independently handpicks all recommendations. If you purchase through our links, the USA TODAY Network may earn a commission. Prices were accurate at the time of publication but may change.

Penske Media Corporation
Mar 31st, 2025
Khloé Kardashian's Good American Brings Size-inclusive Denim to Atlanta

Good American, which has grown to include apparel and swim, opened its first retail location at Westfield Century City Mall in Los Angeles, before expanding to Las Vegas at The Forum Shops at Caesars Palace and Newport Beach, Calif., at Fashion Island mall.

Fibre2Fashion
Mar 13th, 2025
US' Macy's partners with Good American for major retail expansion

US' Macy's partners with Good American for major retail expansion.

Penske Media Corporation
Oct 25th, 2024
EXCLUSIVE: Good American Hires New President, Plans Retail Expansion

Good American has appointed Paul Griffin as president, succeeding Melissa Anderson.

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