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Reiss collaborates with Good American, championing body diversity

Chloe Burney
18 November 2022

British retailer Reiss has joined forces with Good American, the solution-led denim brand founded by Khloé Kardashian and Emma Grede.

Staying true to it Good American's size-inclusive ethos, Reiss’ curated selection will offer a wide selection of fits and styles ranging from 6 to 16. The carefully selected edit, designed ‘for women by women’, embodies Reiss’ philosophy, perfectly complementing the brand’s elevated everyday style and slotting into customers’ Reiss wardrobes.

The curated collection ranges from £68 bodysuits to £168 vegan leather trousers and is available online for worldwide delivery.

Emma Grede, Co-Founder of Good American, commented: “We are so excited to announce that we are launching with the iconic British fashion brand Reiss. This partnership is such a milestone for us, and we couldn’t think of a better partner to work with in this capacity. As a brand we are always listening to our customers to ensure they have maximum accessibility to the brand and being stocked at Reiss will allow us to bring more inclusive styles to all women.”

Head of Brand Buying, Ben Hurren, commented: “Extending our existing denim range through Good American allows us to bring even more innovation, inclusivity, and expertise into our offering. The brand aligns with our vision of making women feel their very best, and their wider range of fits, sizes, and styles adds value to this intention. We are excited to build a long standing and successful partnership together.”

Reiss Good American

Launching in 2016, Good American, was the denim biggest launch in history, making £840,000 ($1 million) on the first day of sales. The world-renowned brand was founded on the premise of creating denim for every body, providing a space for women to feel empowered no matter their shape or size.

With a fit-first philosophy, all of the brand's jeans are made with stretchy recovery fabric, reinforced belt loops, and a 4-piece trouser waistband, designed to avoid the common gap at the back. What’s more, each pair of denim is designed with a tummy-smoothing panel, championing women’s curves.

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