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08 Feb

How Ethical Is Good American?

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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.

Environmental impact

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.

Labour conditions

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.

Animal welfare

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.

See the rating.

Luckily, the Good On You team found a few “Good” and “Great” size inclusive brands to choose from.

Good swaps

More responsible alternatives to Good American

Girlfriend Collective

Rated: Good
Two women wearing sports leggings and crop tops in burgundy and green

Girlfriend Collective creates minimal, luxury clothes made with fair labour, certified by the Social Accountability Standard International SA8000. The brand uses lower-impact materials like recycled polyester as well as lower-impact, non-toxic dyes and is fully OEKO-TEX® STANDARD 100 certified.

Inclusively sized Girlfriend Collective offers products from 2XS-6XL.

See the rating.

Shop Girlfriend Collective @ LVRSustainable.

Shop Girlfriend Collective.

The Standard Stitch

Rated: Great
Pink and yellow eco-friendly t-shirts by The Standard Stitch.

The Standard Stitch was founded on the belief that the fashion industry should be shaken up. This loungewear brand makes size inclusive, more sustainably sourced, and responsibly-made apparel for all your lounging needs.

Find most items in sizes XS-5XL.

See the rating.

Shop The Standard Stitch.

Shop The Standard Stitch @ Wearwell.


Rated: Good
Modern white ethical bikini top by LONDRE

LONDRĖ is a Canadian minimalist swimwear brand making pieces from recycled plastic bottles. So far, LONDRĖ has recycled 90,000 plastic bottles from the streets and beaches of Taiwan. Looking to create the smallest impact possible, all water used in the brand’s process is able to be reused and recycled. The brand is also creating positive change in our global community, using the business to raise awareness and funds for women's health and environmental initiatives, donating over $10,000 to organizations such as Amazon Watch and the Yellow Hammer Fund.

Find the range in sizes XS-5XL.

See the rating.


Jamie + The Jones

Rated: Good

This Nashville based label believes in creating beautiful pieces you’ll want to live in while supporting cherished textile traditions. All of its garments (excluding its J+J Organic Knits) are designed, produced, and packaged in a Nashville studio and delivered to your door.

Its quality crafted pieces have you covered from sizes XS to 4XL that embody beautiful silhouettes and cuts.

See the rating.

Shop Jamie + The Jones.


Rated: Good

CHNGE is a US-based more sustainable fashion brand using 100% organic material, built to last a lifetime while making a statement.

Find CHNGE's inclusive clothes in sizes 2XS-4XL.

See the rating.



Rated: Great
image looking up at four people dressed in Unspun

unspun is an American brand, fostering a denim world that reduces global carbon emissions by 1% through a zero-inventory and anti-waste process.

Its product sizing is totally customisable to ensure you always find the perfect fit.

See the rating.

Shop unspun.

Shop unspun @ Cerqular.


Rated: Good

Altar is a US-based boutique that specialises in alternative and custom fashion, apothecary, and gifts. The brand celebrates independent manufacturers and artists from across North America, with a focus on the stories that are woven into their work. Its clothing brand, Altar Houseline, is proudly made in America using deadstock materials.

Find most of Altar Houseline's items in sizes S-6XL.

See the rating.

Shop Altar.

Editor's note

Feature image via Unsplash. All other images via brands mentioned. Good On You publishes the world’s most comprehensive ratings of fashion brands’ impact on people, the planet, and animals. Use our directory to search thousands of rated brands.

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