Emma Grede and Khloé Kardashian launch Good American; the inclusive denim brand earns $1 million in sales on its first day, reportedly the biggest denim launch in apparel history.
On October 18, 2016, Emma Grede and co-founder Khloé Kardashian officially launched Good American, a denim and apparel label built from the ground up around size inclusivity, offering sizes 00 through 24 in every style from day one — a radical departure from an industry that had long treated plus sizes as an afterthought.
The launch was an immediate commercial phenomenon: Good American reported roughly $1 million in sales within its first 24 hours, a figure widely cited across fashion and business media as the largest denim launch in apparel history. The result validated Grede's founding thesis — as the brand's uncredited but driving strategic force, she had identified an underserved market of women who wanted fashion-forward denim without being relegated to a limited 'plus' assortment.
As co-founder and CEO, Grede's operational and business acumen was central to translating a celebrity-adjacent concept into a scalable, profitable company, distinguishing Good American from typical celebrity fashion lines that often lacked sustainable infrastructure. The brand's success became a foundational case study in Grede's career, later cited by Fashionista and Fortune as proof of her ability to identify whitespace in retail and execute at scale — a template she would repeat with SKIMS and other ventures.
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