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Khloé Kardashian’s brand, Good American, is all about inclusivity and diversity, but it’s not doing enough to reduce its impact. Here we dive into the brand’s “We Avoid” rating, which was published in February 2022 and may not reflect claims the brand has made since then. Our ratings analysts are constantly rerating the thousands of brands you can check on our directory.
Good American isn’t ‘Good’ for people, planet, or animals
Founded by Khloé Kardashian and Emma Gerde, Good American claims it is committed to “challenging industry norms” to bring you “a collection that is 100% inclusive”—vague claims at the best of times.
While the intention is commendable, there are still some unanswered questions when it comes to the impact of Good American on people, the planet, and animals. So, how ethical is Good American? Let’s take a look.
Good American’s impact on the planet is “Very Poor”, our lowest rating, based on the findings of our analysts’ review of the brand in February 2022.
Let’s start with the positive: the brand does use some more eco-friendly materials, including recycled cotton. In fact, the brand states that currently its “denim collections are made up of 70% responsible materials, such as organic and recycled cotton”.
Unfortunately, that’s not enough for us to give the brand a better rating, nor does it go very far in addressing the brand’s environmental impacts across its supply chain. The brand says “every decision we make considers our social and environmental impact” and that “we are always looking into new sustainable processes that can be integrated into our product development strategy”.
But claims are only as good as the evidence used to back them up. We found no publicly available evidence that Good American reduces textile waste, has taken any meaningful action to reduce or eliminate hazardous chemicals, or is working to reduce carbon emissions. That’s not so good, to say the least.
Good American’s core values are based on “female empowerment and building a community of women that feel seen, heard, beautiful, and confident”, which is an admirable goal.
But what about the garment workers in its supply chain, a majority of whom are women of colour? Here, Good American rates “Very Poor” for its impact on people.
The brand does not publish sufficient information about its labour practices. Without this information, it is difficult to know whether the brand is taking steps to ensure that workers are treated fairly and are paid a living wage. As a shopper, you have the right to know how Good American’s products impact its workers.
Good American’s animal rating is “Not Good Enough”. There is no evidence the brand has a policy to minimise the suffering of animals or that it traces any animal product to the first stage of production. While the brand does not use fur, down, angora, exotic animal hair, or exotic animal skin, it does use leather and wool.
Overall rating: We Avoid
Good American is not taking adequate steps to reduce its impact on the planet and animals and ensure its workers are treated and paid fairly. As a result, Khloé Kardashian’s brand is rated “We Avoid”, our lowest possible score, like Kim Kardashian’s brand SKIMS.
Good American needs to put essential social and environmental practices in place, and with hundreds of millions of expected revenue, the brand can certainly afford it.
Note that Good On You ratings consider hundreds of issues, and it is not possible to list every relevant issue in a summary of the brand’s performance. For more information, see our How We Rate page and our FAQs.
Luckily, the Good On You team found a few “Good” and “Great” size inclusive brands to choose from.
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