Khloe Kardashian and her friend Emma Grede have kicked off a body revolution with the launch of a new line called The GA Denim Project. With their collection, Khloe K and Grede are addressing the flaws they’ve experienced with jeans by creating their own perfect pair, and have chosen a myriad of real women (including Latinas!) to prove it.
We chatted with Grede and our fave Kardashian about this new empowering venture, Khloe’s love for Selena and more. Read it all below.
What made you want to start a jean company?
Emma: I wanted to make jeans for myself. I’m petite, but curvy and thought if I’m constantly altering or tailoring jeans, then there must be other women that are doing that too. So, knowing Kris, I called her up and said, “I have this great idea and I really want to talk to Khloe about it.” Khloe and I sat down, I told her my idea for the jeans, and she agreed with the struggle of buying jeans, so we thought, “Let’s do it.”
Khloe: At times, people wouldn’t dress me because I was too big for them. I don’t believe that there should be plus sizes. As a jean junkie, when I was a little bigger I wasn’t able to buy at luxury stores because they didn’t carry it in my size. It always made me feel really embarrassed and frustrated. Now, that I have started losing weight, I want to fight to have the same trends and everything that I get to wear now, for when I was bigger.
What are some of the details that you looked for when creating the pair of jeans?
Khloe: I want to embrace all that I love of the female curve — the more voluptuous the better for me! For our denim, we have this great built-in contour waistband, so you never have to spend money buying jeans and then tailoring the waist. We’ve had so many focus groups and tried it on so many various shapes and sizes and never got that gap [in the back of the jeans] and that was something I was missing so much in the market.
Emma: You get great fabric with lots of stretch that has amazing recovery and that was really important. Also, on our site you will always see the product on 3 different body shapes because if I’m buying something I want to see the closest version of me and that’s just something that’s so overlooked.
Who is your target audience?
Emma: It’s any woman that wants to look good and feel comfortable. You can be curvy in many, different sizes and, at the end of the day, most women want to look at their butt and have it look good regardless of their size. We’ve done plain, simple styles and more rugged and vintage styles because you shouldn’t have to sacrifice style for offering a much wider size range.
Khloe: I come from a multicultural, melting-pot family and I believe that is what America is, and that’s who I want to be my everyday consumer. We did an open casting call and over 12k submissions came in one day. It was such an honor because we didn’t give much detail on what it was — it was just real women uplifting other women. I wanted a variety of heights, sizes, colors. I picked so many women to be on the website and the billboards — just everyday women. It’s such a beautiful mix of gorgeous women and to me that is what the GA brand is.
Growing up, were there any Latinas that you related to or love now?
Emma: Who doesn’t? How could you not love J. LO?!
Khloe: Selena [Quintanilla] though. She was a beautiful person who was obviously taken too soon, but normally the best ones are, right? I love her and her story. It’s incredibly sad, but after so many years of passing away you still see people wanting to continue her legacy — it’s as if she never really left. It blows my mind the things that she continues to do not even being here, but that’s because of her family, husband, and her fans keeping her alive. You felt her heart and when you feel good people, you want to continue their name.
Well, we’d like to say that we consider you the honorary Latina of the Kardashian clan with your hoop earrings, heels, and jewelry.
Khloe: Oh! Well, muchas gracias! A lot of my inspiration is from that — I love it! You just made my day.
A couple weeks ago, I lost my regular writing job when the website I’d been working for was hit with an unexpected wave of layoffs. I promise this matters. It was early on a Monday morning, and I tweeted a standard “Hello! I am looking for work!” but was feeling pretty stressed. It’s a bleak feeling, staring down the barrel of unemployment, but very luckily, my panic was short-lived. I was able to square away a new gig that same morning, and, perhaps more luckily, my Racked editor Meredith Haggerty emailed me a present.
“Would you be interested in interviewing Khloe Kardashian about a secret project?” she asked.
In fandom culture, there is a tier of celebrity called your faves. As in “My fave looks so good here,” or “When will your fave ever come close to this?” It’s a little like rooting for a sports team. Often, faves are emblematic of traits the faver admires or sees in themself — it’s a step above passive appreciation. For instance, I’ve seen many Emma Stone movies and think she’s a charming entertainer, but I’m not running to the theater to see her movies on opening night. Faves, however, you show up for on opening night. You buy tickets in advance. Khloe Kardashian is one of my faves.
I’m not sure how much of this Meredith knew when she offered me the gig, but my answer was, emphatically, “Yes!!!!!!!!!!!!!!!!!!!!!!”
Here are all of the details we had at the time: Kardashian was launching some kind of brand called the G.A. Project, and jeans somehow played a role. The website at the time was simply a landing page with a mission statement. “The body revolution is here,” it announced. “There is a new definition of sexy. The shape we lust for has curves, not the straight body of the fashion establishment. Some call it a new silhouette, we just think of it as embracing the body you were given.” Kardashian has been on a couple-year fitness kick and released a bestselling book about learning to love her body in the fall of 2015, so all of this seemed to make sense. I’ve seen every Keeping Up with the Kardashians episode that’s aired to date, but beyond that, preparing for an interview about a business when you don’t know anything about the business is kind of impossible. I just had to wait until we were in a room together. That gave me a full weekend to think about things like what I should wear and how to act cool and normal.
I should probably also say that I don’t get starstruck easily. For a few years, I worked at a TV show with a nightly lineup of guests I’d often need to work with closely, and the only time I got emotional was when the cast of Sesame Street visited and I saw Cookie Monster from across the room. That one beautiful instance aside, I’m usually super calm and professional. So my main concern about meeting my fave was “I hope she likes me,” by which I also mean “I hope we really hit it off and this is the beginning of a close personal friendship where we laugh about the dick pics in our DMs.” So, you know, no pressure.
I managed my nerves by micromanaging my ensemble that day. I woke up and checked Kardashian’s Snapchat to see what she was wearing, and planned my own look accordingly.
I couldn’t quite recreate the designer vibe of her outfit, but at least I knew what we were shooting for: Soho Casual. Day Manhattan. My version of that was one of my nicer navy button-downs tucked into a pair of dark jeans (on theme!) with some leather sandals. Because my pants were ankle-length, I also shaved about four inches of my lower legs. That way, if I shifted in my seat and my pants hiked up, Kardashian wouldn’t be subjected to any stubble. Anything for my fave.
That afternoon, Khloe and her business partner Emma Grede were waiting for me in a private multi-purpose space at Tribeca’s brand new Arlo Hotel. I couldn’t tell if it was the clientele or a business choice, but everything in the building smelled lightly of Le Labo perfume. Across the room, several racks of jeans were arranged by wash and style in a horseshoe shape. Both women were resting in luxe mid-century wing chairs and rose to shake my hand when I walked through the door.
“Nice handshake,” Kardashian said, not knowing that in my head I was updating my life’s DVD case to include her quote.
Kardashian was in the light jeans and camel trench I’d seen her wearing on Snapchat, and Grede (who has an extremely charming English accent) had paired her black skinny jeans with a gray Buzzfeed T-shirt.
“I just realized I forgot to change out of my T-shirt,” she laughed. “We were outside eating lunch, and it was so hot I went into one of the crew’s* backpacks and grabbed this. So now I’m promoting Buzzfeed! We love Buzzfeed!”
We settled back into the wing chairs and got to talking. It turned out the pair had partnered up to launch a line of high-end denim called Good American, which explained the G.A. Project placeholder. We chatted about the company, what a bummer shopping for women’s clothes can be, and how the ladies are hoping to shake up the industry.
I started off by asking what the name “Good American” meant for them, and it was clear the title has been well-considered. “I think the good American girl doesn’t really apologize for herself, and she’s not very shy,” Emma said, explaining that more than that, they wanted their brand to “behave like a good American.”
“The values of our company — the way we treat our staff, the way that we’ve set up our infrastructure, the way that we behave in general” — are all about being good Americans, she continued. While not a charity, they did want to “give back” by providing jobs for LA workers and partnering with a yet-unnamed charity.
Me: Okay. Tell me about the jeans a little bit. I can see them over here. It seems like there’s a wide array of options — how did you decide what to make?
Khloe: There is a wide array. There’s three different styles, but then those three styles come in a variety of colors. Or distressed, and crops, and whatnot. We have a skinny, called… I can’t think.
Emma: Good Legs. Absolutely.
Khloe [turning to me in her chair]: I’ve been up since 4:30, so my brain is fried.
Emma: No, no, no. I’m exactly the same.
Me: [louder laugh]
Khloe: I’m like, we do this all day, why can’t I think anymore? What’s my name? Anyway, we have a fabulous skinny, which I’m actually wearing now —
Me: Oh, amazing.
Khloe: And these come in a variety of washes. We have the Good Boy, which is more of like a boyfriend jean, but it still is incredibly flattering on the booty. Cause some boyfriend jeans…
Me: Are not!
Khloe: Are not. And we have the Good Waist, [which] really cinches at the smallest part of your waist and acts as a corset. Our denim is really unique because we have a few different tips and tricks. Like our waistband, something that Emma and I saw throughout [our research process was that] a lot of women in our focus groups were [in this position] — you buy denim, but always kind of have to tailor the back or else it buckles out in the back. In our denim, we have this contoured waistband where it really hugs the small of your waist, and it doesn’t ever gap out. And we’ve tried them on so many different shapes and sizes, and across the board, it’s been magnificent. So that’s awesome. And we have a very, very expensive fabric. The fabric is stretchy and beautiful and fits any curve of the body, but it also has a great recovery factor, so you don’t have to wash your denim after every wear. Cause that’s obnoxious.
Laughing like old friends, which we now were, Khloe walked me through the purchasing experience. The brand is now available in Nordstrom and on GoodAmerican.com. The website will allow shoppers to see every pair of denim on three different body types, and Nordstrom will be putting the entire range of sizes (0 to 24) in stores. And not only that, but, as Khloe explained, the stores will be “keeping it all in their luxury denim section instead of separating the two.” This is particularly exciting news, and my buddy agreed. “We don’t consider ourselves a plus-size range, we consider ourselves just a denim range, and we’re really trying to break down those barriers and not have people segregate these things so much.”
This felt personal for Khloe, like it’s personal for a lot of women. “It’s frustrating when you’re with your girlfriends and you’re shopping, and all of your girlfriends are on one side, but you have to go to some smaller department,” she said. “It just alienates you. It doesn’t make you feel good. I had that experience with my sisters where, when I was bigger, I always had to shop in a different section. I was like, ‘That’s not fun. I want everything to be in one section.’ It should not be making us feel like shit when we go shopping. We want to feel good in our jeans and good in our own skin. Shopping should be a fun experience that you do with your girlfriends. Not somewhere where you’re like, ‘I gotta do this alone cause I have a separate section to go to.’”
Khloe recalled experiences she’d had with luxury denim boutiques in the past, mock-gasping in horror, “‘No! We don’t have that size here!’”
“I was always like, denim-shamed,” she said. “So the denim that I would always buy, they had no style, no taste. It was just a whatever denim. And I’d roll them, cuff them, try to make them cute. But… it’s frustrating. Cause then I started losing weight, and got closer to these more current years, [and] suddenly I can wear this styled denim… It’s like, if you are bigger, why do I have to lack style? Because some denim brand is telling me?” Even though that’s not an issue she’s dealing with at her current size, Kardashian says it’s important to her to “fight for the real figures.”
Me: How would you hope someone would feel wearing the jeans?
Emma: Confident. I want women to put them on and just feel like, really good. It doesn’t sound right when an English person says it, but Khloe says it all the time: badass. But that’s a really good way of saying it. I want a woman to put them on and feel bloody good and empowered about herself. I think clothes do so much for people, when you’ve got the right fitting clothes, and you feel really good and you get up. I think it’s an important thing, and I don’t think that should stop at any size range.
Khloe: I feel like jeans, denim, they make me feel badass. They make me feel sexy, or I could feel classy. I could go to a meeting, and I could go out to the nightclub. I feel great in a pair of denim, and I want everyone to feel that way. And again, it sucked when I didn’t have one that fit me right because no one was going up to that size. So I love that we’re sending that message and creating that for women.
Next, the ladies invited me to interact with the racks of jeans on the other side of the room.
“Do you mind if I leave these off?” Kardashian asked, gesturing to the pale pink stilettos at the foot of her chair. It did not occur to me that I might be the person whose approval she was seeking, so I remained quiet and waited for Emma or someone from their team to weigh in. After a beat, it dawned on me that my close personal friend was speaking to me.
“Oh god, it’s a miracle you had those on to begin with,” I said, and she laughed and left her shoes off. We walked over to the racks together.
The first thing you notice about Good American jeans is that they’re completely brandless — the back pockets don’t have any identifying embroidery, and the simple silver button in the front bears no logo or text. To touch, the denim has that buttery, stretchy feel that usually signifies a good fit for me; stiff enough to be jeans, but soft enough to be comfortable. The kind of jeans you don’t sprint to take off as soon as you’re home. Jeans to sit on a couch in.
They’re also incredibly expensive-looking. Pairs tend to run in the $150-$200 range, which is high when you think of your usual celebrity-backed goods, but this isn’t a drugstore perfume or a QVC endorsement-level product. Kardashian knows fashion, knows denim, and knows what it’s like to struggle finding something that fits, and she’s made a product she really seems to be proud of. She may be my fave, but I’d probably be interested in trying on these jeans regardless.
I did not ask for a selfie in the name of professionalism, and later when I emailed my editor Meredith about it, she let me know that it would’ve been totally fine. But honestly, it’s okay that I didn’t. I have a good handshake.
Khloé’s featured in a several tabloids this week.
It looks like Khloe Kardashian and Lamar Odom‘s marriage is almost officially over.
The 32-year-old tv personality and the 36-year-old former basketball player have reportedly signed off on their divorce settlement and are just waiting for a judge to sign off on the paperwork, according to TMZ.
Back in 2013, Khloe first filed for divorce before dismissing the divorce petition in October 2015 after Lamar overdosed and was in the hospital recovering.
Then earlier this year in May, Khloe refiled for divorce.
Under California law, Khloe has to wait six months from the time of filing to get a sign off from the judge, which will reportedly happen in December.
Read more: http://www.justjared.com/2016/10/23/khloe-kardashian-lamar-odom-reach-divorce-settlement-report/#ixzz4NtgMxPrb
Khloe catches a departing flight at LAX Airport in Los Angeles to heading Cleveland.
Reality TV star and self-proclaimed “jeans junkie” Khloe Kardashian has seen her weight fluctuate in the past 10 years. And shopping for jeans, in particular, was a painful experience.
“Most designer brands didn’t carry my size,” she explained in an interview. “Buying denim was high anxiety.”
Although Kardashian has lost nearly 40 pounds in the past year, that experience stuck with her and served as the inspiration for founding Good American, a new jeans line and e-commerce site, with fashion executive Emma Grede.
Good American is designed for many women’s body types, especially for those who have a more curvy figure. The jeans, which cost $149 to $215, come in three styles including a classic skinny jean, a looser boyfriend style jean and a high-waisted variation. Unlike many designer jean brands, Good American carries a wide range of sizes, from size zero to a plus-size 24.
Grede explains that the duo and their team spent the past year working on perfecting the fabric and contouring of the jeans so that the stitching is complimentary to all sizes, and that the wasitband doesn’t create a gap for women. “It cinches you in,” adds Grede.
Good American’s jeans will have one important differentiator from rivals: All jeans will be modeled by models with a variety of body shapes, said Grede. “We want women to see closer representations of their own bodies when shopping,” she adds.
The jeans will also be sold available through the Good American website as well as at Nordstrom stores. All sizes will be showcased together in stores instead of separating smaller sizes from plus-sizes in different sections. Good American will also sell a collection of bodysuits, t-shirts, and sweatshirts, in addition to denim.
Although the price of the jeans is still on the high-end, Kardashian and Grede aren’t worried about appealing to a broad demographic of women.
“Most women will spend on a fantastic pair of jeans as an investment,” said Kardashian.
This isn’t the first clothing venture for Kardashian. She and her sisters, Kim Kardashian West and Kourtney Kardashian, launched a women’s clothing line called the Kardashian Kollection with Sears. The deal ended in 2015. When asked about what she learned from the experience of her previous line that she would apply to Good American, Kardashian said that she would expand internationally earlier on. The jeans brand will ship to some international markets from day one, added Grede.
Kardashian also launched a series of mobile apps with her sisters last fall.
Already Kardashian has big ambitions for Good American. “We are incredibly hands on with the business and want this brand to be around for years to come,” she said.
He’s not sweatin’ it. Khloé Kardashian spoke exclusively with Us Weekly about brother Rob Kardashian’s laid-back attitude leading up to the birth of his first child with his fiancée, Blac Chyna.
“Rob is fine. He says he’s really fine and calm about it, but I was like, ‘It’s OK if you’re nervous!’”
Khloé, 32, told Us at the Tuesday, October 18, presentation for her brand-new Good American denim line. “I think anybody would be nervous. But he seems super chill about it, so that’s good.”
For her part, the Strong Looks Better Naked author is looking forward to welcoming another bundle of joy into the Kardashian clan. She told Us that Chyna, 28 — who is expecting a little girl — is telling the Keeping Up With the Kardashians crew that her daughter belongs to the entire family.
“Chyna keeps joking like, ‘This is our baby!’ Like with me too,” the E! personality shared. “So it’s like, I haven’t been getting prepared, but I’m like, ‘Should I be putting a nursery in my house too?’ Chyna’s like, ‘Are you so excited? We’re having a baby soon!’ And I’m like, ‘Wait, are you kidding or am I really having a baby with you?’”
Not that she minds. According to the newly minted fashion designer — who regularly dotes on sisters Kourtney and Kim’s combined five kids — Auntie KoKo is a title she is proud of.
“I love them all. It’s such a great thing to have another baby just to have with us, it’s great,” she told Us of Rob and Chyna’s daughter-to-be, due in early November. “But at first, they’re just with the mom, like you forget about them.”
She added: “They’re never around ‘cause the other kids are so rough, they’re like all toddlers, you know? I just want to fast-forward!”
As previously reported, Chyna — who is already mom of King Cairo, 3, with ex-fiancé Tyga (Kylie Jenner’s current beau) — announced that she and Rob were having a baby back in May, one month after the pair got engaged.
As a shorter girl with a decent-sized backside, I feel like finding jeans that fit is a personal issue for me. Did you launch Good American because denim was a personal issue for you?
Kardashian: Swimwear and denim are the two most frustrating things to shop for. I feel like that’s why people stick to the brands they know—once they’ve tried something on, it’s too frustrating to try on new stuff. Emma and I were both huge fans of buying stuff online. You would order it, it comes to your house, and you can try it on in the comfort of your own home in regular mirrors with real lighting—no skinny mirrors or fake employees telling you that you look great.
Grede: [With the website] we’ve souped the [online shopping] experience up quite a bit. We’ve made a fab site, and styled things on three different models, a shorter girl who’s a little curvy, or a really curvy girl.
Emma, you brought up a “really curvy girl.” I know that you guys don’t like the “plus-size” label.
Kardashian: I hate the term ‘plus-size.’ I just think it’s so unfair. When did standard sizing become 0-12 or 0-10? We just want to break down those barriers and have standard sizing be 0-24. Period.
Grede: It’s kind of crazy because in a traditional department store, you really can’t find premium denim above a size 10. But all the research says that the average size of a woman in this country is a size 16. So something is not quite adding up. We were saying to each other, who decides the sizing? And then we said, oh it’s us! We get to decide the sizing. We’re just going to make [denim] for as many people as we can.
From the #AerieREAL campaigns to Ashley Graham’s Sports Illustrated cover to the rise of curve models generally, this has been such a hot area in media lately. Were you responding to this cultural zeitgeist, the need to dress the average woman, or both?
Kardashian: We’ve been working on this for over a year now. We didn’t just want to do a designer denim line in a vaster size range, but we wanted it to be cool. A lot of people who do offer the broader size range may not do cool, trendy looks. Timing is everything, so I think it’s just really good timing on our end that all these great things are happening and we’re launching now. Hopefully that’s the way of the future. I don’t want this to be a trend. I want this to be the way [designers] start acting and hopefully they’ll start implementing what we’re doing into their design elements.
Grede: It should really be a behavioral change. Our line is a response to popular culture. Things have really shifted—certainly in the media. You would hope fashion would be a bit quicker to respond to those trends. The girls I admire, be they Beyoncé or Serena Williams, have a curvier figure. In the fashion industry, they’ve always admired this sort of straight up and down figure. But popular culture has shifted, so of course our idea of a brand for today’s girl would follow that. Khloe’s right, timing is everything and I definitely think we have killed it on timing.
Obviously, Khloe, you have a few famous sisters. Have they responded to the line at all?
Kardashian: Kourtney has tried them on. Kim and Kendall haven’t gotten theirs yet, but they’re coming today. And I have told them, don’t BS me. We are brand new, I want notes.
Kylie and I had a little photo shoot at her house yesterday. The denim came in earlier that day and she Snapchatted them and when she tried them on, she said, ‘I actually love these!’ I was like, ‘actually?’ But then she even changed into a different pair of our denim and wore them out with her boyfriend later. That made me happier because she was wearing them when I wasn’t around. And you can’t force a 19-year-old to do anything. Especially not Kylie Jenner.
The name of Khloè Kardashian’s new denim line, Good American, has nothing to do with the election, which is three weeks from today, the brand’s launch day. That was just weird timing. It was so coincidental, in fact, that the line’s co-founders seemed surprised when asked whether the patriotically named venture had anything to do with choosing the U.S.’s next president.
“No, [October 18 is] when we’re ready,” Emma Grede, Kardashian’s business partner and C.E.O. of ITB, a company which facilitates collaborations between brands and the entertainment industry, told Vanity Fair recently in New York City.
“Just buy denim! It’s for the election!” Kardashian joked, dropping a brand-new marketing campaign on the spot.
The name, however, is intended to challenge conventional ideas of what a “good American” means, and they’re interested mostly in good American women. “America’s sweetheart is so passé,” Kardashian said. “I feel like being a good American is being badass and independent and confident.”
Grede, who’s British, expands on that idea, saying, “We were looking at it and going, Can you not be sexy and show off your body and yet still be ‘good’? The good American girl is not shy, she’s not someone who apologizes for herself, so it’s really a play on words.”
The jeans themselves are exactly what’s promised. They come in a wide variety of fits and washes, each of which range from size 0 to 24. The pants are designed to accentuate rounder bottoms at any size without gaping at the hips or waist, and Kardashian employs a number of women—diverse in body type and skin color—to model them. Though they staged a call for campaign models this summer, inviting women from across the U.S. to head to Los Angeles for casting, most of the chosen are names already recognized in niche audiences—Jordyn Woods, who is frequently seen on Kardashian’s half-sister Kylie Jenner’s Snapchat, for example, or Gabi Gregg, the designer and lifestyle blogger behind GabiFresh.
The jeans cost between $149 and $215, which might not be the most accessible pricing—or democratic if we’re staying with the patriotic theme—but is on par with the majority of premium denim brands. At Nordstrom, where Good American is sold, all sizes are grouped together on the sales floor, a detail that was important to Kardashian. “We don’t believe in plus-size,” she said. “We want a brand that stands together. We don’t want any segregation. We don’t want to say, Well, O.K., the petite girls—the zero to eight—is over here and the rest is over here.
“I used to be considered ‘the rest,’ and you get fat-shamed. You feel bad about yourself. I couldn’t go shopping with my sisters all the time because you’d just feel insecure,” she added.