{"id":373900,"date":"2026-10-15T14:14:14","date_gmt":"2026-10-15T14:14:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/373900\/"},"modified":"2026-10-15T14:14:14","modified_gmt":"2026-10-15T14:14:14","slug":"10-years-in-good-american-brings-its-full-vision-to-nyc-with-pop-up","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/373900\/","title":{"rendered":"10 years in, Good American brings its full vision to NYC with pop-up"},"content":{"rendered":"

This week, Good American takes New York.<\/p>\n

It has been 10 years, almost to the day, since pop-culture icon Khlo\u00e9 Kardashian and then-budding brand mogul Emma Grede introduced their disruptive denim-first fashion brand, Good American, designed to fit and flatter women in sizes 00 to 24. Working with launch partner Nordstrom, they made merchandising a differentiator, displaying the full size run of each style on the same rack rather than separating out the \u201cplus sizes,\u201d as was customary at the time. The brand famously did $1 million in sales on its launch day.\u00a0<\/p>\n

Now, as it embarks on its next decade, Good American is preparing for another reveal that could prove similarly impactful. On Thursday, the brand will open the doors to its first-ever physical, independent presence in New York City in the form of a SoHo pop-up running through Sunday.\u00a0<\/p>\n

\"\"<\/p>\n

Showcasing the now-mature brand in all its glory is a big goal for the store, Grede told Glossy two weeks before. Good American now includes \u201ca full wardrobe,\u201d spanning product categories far beyond denim, with the assortment recently fine-tuned following a period of rapid growth. Grede said the company recently spent 18 months evaluating its evolution, ensuring cohesion across categories, and weighing which products make sense given its lifecycle and customers\u2019 behavior.\u00a0<\/p>\n

\u201cYou can imagine that when you\u2019ve been in business for 10 years, you try lots of things,\u201d she said.<\/p>\n

Remaining focused while ensuring ongoing growth is now the name of the game.<\/p>\n

\u201cYour values are always your values,\u201d Grede said. \u201cEverything should change in the business except the reason you started it in the very first place. So, we\u2019re always building on, and staying true to, the reason we started, while evolving the company in an exciting way that lets us reach new customers, younger customers.\u201d<\/p>\n

Good American recently wrapped up a college tour featuring caf\u00e9 takeovers and exclusive merch, stopping at the University of Michigan and the University of Texas at Austin. The idea was to introduce the brand to 22-year-olds who were 12 when the brand debuted, Grede said, adding the brand\u2019s current customers span 14-year-olds, who discover it while shopping with their mothers, to women in their 70s.<\/p>\n

\"\"<\/p>\n

As for the NYC pop-up, Grede suggested the brand also intends to elevate Good American\u2019s positioning, noting NYC\u2019s importance as a fashion market and the in-store inclusion of \u201creal suede\u201d pieces, for example. The brand\u2019s e-commerce site is currently selling leather pants and suede jackets for $498 alongside its under-$200 denim styles.\u00a0<\/p>\n

And, Grede said, the opportunity to let more customers experience the brand\u2019s fit and quality while gathering first-hand feedback is invaluable.\u00a0<\/p>\n

In addition to Good American\u2019s fall and holiday collections, the space will offer an exclusive apple pie-flavored frozen coffee by L.A.-based Leora caf\u00e9 \u2014\u00a0also making its NYC debut \u2014\u00a0as well as a Dotcakes activation, a meet-and-greet with Grede, Polaroid portraits by local Happy Beginnings Studio and \u201ccozy\u201d gifts with purchase. New York signatures and Americana-inspired details will be featured throughout, building on the brand\u2019s \u201cThe Good American Dream\u201d fall campaign featuring model Taylor Hill.\u00a0<\/p>\n

\"\"<\/p>\n

Despite the nods to New York City, Grede stressed that the store will \u201cfeel like the brand,\u201d bringing a bit of Good American\u2019s \u201cL.A. world\u201d to SoHo.\u00a0\u00a0<\/p>\n

To date, Good American\u2019s differentiators have served it well. Its 2026 sales are up 30% year over year, exceeding its goal, Grede said. A company spokesperson declined to share 2025 revenue but confirmed that, in 2022, it reached $200 million in annual sales, as widely reported.\u00a0<\/p>\n

\u201cWe\u2019re coming into Q4 with very strong momentum,\u201d Grede said. \u201cAnd the pop-up just gives us a good opportunity to build on it during what is an important shopping season for our customers.\u201d<\/p>\n

Ten years in, on top of tried-and-true denim and a direct Kardashian affiliation, Good American now has Grede\u2019s star power working to its advantage. Since 2016, Grede\u2019s notoriety has grown through several projects spotlighting her business and leadership savvy. There\u2019s her Aspire podcast, featuring conversations with fellow successful and inspiring people, launched on the Audacy network in May 2025; her New York Times best-selling book \u201cStart With Yourself,\u201d meant to present an overall \u201cnew vision for work and life\u201d; and her \u201cA Seat at the Table\u201d recurring dinner series convening big-name women in business \u2014\u00a0the latest iteration, welcoming Shay Mitchell, Anna Bing and Rachel Zoe, among many others, was covered by Vogue.\u00a0\u00a0<\/p>\n

\u201cThere\u2019s definitely a natural connection between the people who follow me and the Good American customer,\u201d Grede said. \u201cWhen I talk about style or fit or business or what women want from their clothes, so much of that is reflected in the work I do at Good American. \u2026 But I always want the relationship with the brand to be about the product. That\u2019s what creates a lasting customer and real loyalty; people are loyal to the fit over everything.\u201d<\/p>\n

Good American currently has four permanent stores, in Las Vegas, Newport Beach, Canoga Park and Atlanta. A spokesperson said the brand plans to expand its retail footprint in 2027, though declined to share specifics, and that retail expansion remains a key priority as it continues to grow.\u00a0<\/p>\n

For her part, Grede said she\u2019d love to open a store in NYC someday, adding that the brand is \u201ccompletely focused on New York, at the moment.\u201d\u00a0<\/p>\n

\"\"<\/p>\n

Despite Good American\u2019s current focus on direct-to-consumer sales, Grede talked up the brand\u2019s global wholesale business and called OG partner Nordstrom \u201cas important as ever.\u201d\u00a0<\/p>\n

\u201cFrom the outset, the reason I launched both in DTC and with Nordstrom as a partner is that I always knew this business would need to exist in all channels,\u201d Grede said. \u201cWe\u2019d need to have wholesale, and we\u2019d need to have retail, and we would need to go direct. And at the end of the day, when you have a brand that is all about giving choice to your customers, you want to meet them where they are.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"This week, Good American takes New York. It has been 10 years, almost to the day, since pop-culture…\n","protected":false},"author":2,"featured_media":373901,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[9,56,63,65,64],"class_list":["post-373900","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-york-city","tag-new-york","tag-ny","tag-nyc","tag-nyc-headlines","tag-nyc-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/373900","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=373900"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/373900\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/373901"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=373900"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=373900"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=373900"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}