No, Good American is not a fast fashion brand. Its business model is built around inclusivity, premium quality denim, and seasonal collections rather than the high-volume, rapid-turnover model that defines fast fashion.
While the brand champions ethical values like diversity and body positivity, its transparency on labor practices and wages is limited. Similarly, it has begun integrating sustainable materials but has not yet implemented a comprehensive, data-backed environmental strategy. Here's what you need to know about Good American's practices.
Unlike fast-fashion giants, Good American positions itself in the premium market with a focus on durability and fit. Its production model, pricing, and design philosophy differ significantly from typical fast fashion brands.
Good American is commendable for its strong commitment to diversity and inclusion in its marketing and corporate culture, but it falls short on providing transparent, verifiable proof of its ethical labor practices.
Good American states that its manufacturing partners in the U.S. and Mexico must adhere to strict codes of conduct regarding fair wages and safe working conditions. Despite these claims, the brand does not publicly disclose detailed audit reports or concrete wage data, making it difficult to verify if all workers earn a living wage versus just the legal minimum.
The brand does not publish a list of its suppliers or the results of factory audits. While it mentions working with industry organizations to monitor factories, the lack of third-party certifications like Fair Trade and the absence of radical transparency mean consumers must take the company at its word.
Good American maintains a positive animal welfare policy by not using fur or exotic animal skins. It does use some leather and wool, which it claims are sourced from suppliers with responsible standards, though it lacks certifications like the Responsible Wool Standard (RWS) or Leather Working Group (LWG) approval.
Good American is taking initial steps toward sustainability by incorporating better materials, but its efforts currently lack the depth, data, and ambitious targets seen in industry-leading sustainable brands.
The brand is making progress by incorporating eco-friendly materials into its collections. An estimated 30-40% of its denim includes materials like recycled cotton or lyocell. However, conventional cotton and synthetic fabrics are still used across many products, and the specific percentage of sustainable fibers per garment is not always disclosed.
Good American does not publish data regarding its carbon footprint, water usage, or chemical management. While denim production is notoriously resource-intensive, the brand claims some of its factories use eco-friendly washes and water-saving methods, but it does not provide specific metrics or performance reports to back this up.
Currently, the brand has no formal take-back, repair, or recycling programs to manage its products at the end of their life. Although its focus on high-quality, durable clothing counters a disposable mindset, it does not offer circular solutions to help customers reduce textile waste.
Good American has set a goal to increase its use of sustainable materials to 50% by 2025. However, it lacks major environmental certifications like B Corp or Climate Neutral and has not published detailed progress reports on its environmental targets.
Good American successfully avoids the fast fashion label by prioritizing quality and inclusivity, but its ethical and sustainability practices are a work in progress. While its social mission is strong, a lack of transparency significantly impacts its overall ratings.
Good American earns a B- for its industry-leading commitment to diversity, body positivity, and inclusive marketing. However, this grade is held back by a significant lack of transparency in its supply chain. Without public factory audits, verified wage data, or Fair Trade certification, its ethical claims remain largely unproven.
The brand receives a C+ for its initial steps toward incorporating recycled and sustainable materials into its denim. However, this is offset by a lack of public environmental data, no circularity programs like recycling or repair, and an absence of key third-party certifications. The overall strategy feels more like a collection of initiatives than a deeply integrated, transparent environmental commitment.
If you're seeking brands with a similar aesthetic but with stronger, verified commitments to people and the planet, consider these alternatives.
Known for its chic dresses and denim, Reformation is a certified B Corp that operates with high transparency, publishing detailed impact reports on its water and carbon footprints. With close to 80% sustainable materials and clear climate goals, it offers a stylish and more verifiably sustainable alternative, with jeans priced from $150–$250.
Shop now at thereformation.com
Outland Denim is a perfect ethical alternative, employing and empowering survivors of human trafficking in its own Fair Trade-certified factories in Cambodia. The B Corp uses organic cotton and provides free repairs, demonstrating a deep commitment to both people and circularity with its premium denim priced around $160–$220.
Shop now at outlanddenim.com
Everlane is built on radical transparency, sharing detailed information about its factories and production costs. The brand uses materials like organic cotton and recycled polyester, has clothing take-back programs, and has goals for carbon neutrality, making it a stronger choice for conscious basics and denim in a similar price range.
Shop now at everlane.com
Though focused on outdoor wear, Patagonia is a leader in activism and ethics. A certified B Corp, it uses a majority of recycled and organic materials, guarantees Fair Trade production for much of its line, and famously offers lifetime repairs to combat overconsumption. Its denim is durable and built for longevity.
Shop now at patagonia.com
Nudie Jeans creates timeless styles exclusively with 100% organic cotton and guarantees free repairs for life. With transparent production and a well-established take-back and resale program, it's a leader in circular fashion and a fantastic alternative for high-quality denim around the $150–$200 price point.
Shop now at nudiejeans.com
Yes, Good American was co-founded by Khloe Kardashian and Emma Grede in 2016. The brand's mission from the start has been to offer high-quality, inclusive fashion, with a focus on solving the fit challenges many women face with denim.
Good American's primary focus is its innovative and inclusive approach to fit. The brand offers sizes from 00 to 32 plus and designs its jeans with extra stretch, contouring waistbands, and reinforced belt loops to prevent gapping and ensure a comfortable, flattering fit for a wider range of body shapes.
Good American's prices reflect its positioning as a premium brand. The cost is justified by its use of higher quality materials, more complex design for better fit, inclusive sizing range, and manufacturing primarily in the U.S. and Mexico, which involves higher labor costs than typical fast fashion production hubs.
The brand appears to be improving but at a slow pace. Goals like reaching 50% sustainable material usage by 2025 and incorporating more recycled fibers show positive intent. However, it still significantly lags behind industry leaders in transparency, certifications, and circularity.
