We all know how difficult it is to find the perfect pair of jeans. Whether they fit perfectly at the waist but can't get past your thighs, or vice versa, many women struggle to find a size that actually hugs their body à la a Levi's campaign.
Enter Khloé Kardashian, who with her co-founder and CEO Emma Grede, has 'invented' a new women's jeans size for her clothing company. Good American will roll out jeans in a size which straddles the line between straight and plus sizes - a fashion first which falls in line with the brand's commitment to size-inclusivity.
And as the company revealed in a press release, the inspiration to create the first-ever size 15 came about as they were crunching their sales numbers.
Good American first noticed the gap in the market after analysing what sizes were returned the most. Speaking to Teen Vogue, Grede elaborated "We first noticed a need for this size after looking at customer data, and saw a trend in returns for sizes 14 and 16 which were 50% higher than return rates for other sizes. From there, we looked at the size patterns, and it was clear to see from measurements that there is a bigger size grade between size 14 and 16 compared to other sizes (so sizes jump a few more inches between a 14 and 16 than they do between a 12 and 14 or a 16 and 18)."
This revelation lead the way to Good American's new size 15, which debuted last Thursday as part of a line called the Good Curve collection, which the company describes as "the ultimate balancing jean, developed directly from customer feedback."
The majority of commercial sizing runs in accordance to the ASTM International's Standard Tables of Body Measurement, which currently does not include a size 15. As of now, Good American's sizing runs from 00 to 24, and doesn't label any sizes "plus size".
"There is an industry-wide discrepancy in sizing patterns between a size 14 and 16 that has created fit issues for many women who fall between these sizes. Size 15 aims to bridge that gap by offering an additional size option for those customers that sit on the cusp of straight sizing and plus sizing," Grede continued.
"We’re constantly looking for ways to give women the very best in terms of fit and fashion, so we’re proud that our new Size 15 was from the direct result of listening to our customers and combing through shopper data. Our brand is all about allowing women to make the absolute best of themselves. Good American isn’t just about fashion, it’s about doing something empowering. We hope that the industry becomes more inclusive of women of all sizes!"
Creating a new and inclusive size is the latest move by the brand to promote body positivity - a cause they have championed since launching back in 2016.
As Kardashian says, "This isn't just about finding the perfect pair of jeans, but embracing your body and being proud of all that you are."
