Her body-positive denim brand, Good American, launched in the U.S. final 12 months and debuted in the U.K. at Selfridges stores final month. The road’s distinctive sizing doesn’t embody “plus” ― it merely presents denims in U.S. sizes 00 to 24, no labels added or particular sections mandatory.
She informed London’s Night Normal the coverage stems from her personal expertise “after I was heavier.”
“…[W]hen I used to buy with my sisters I used to be all the time really shamed and shunned by [sales assistants] who would say, ‘We don’t carry that dimension right here,’” Kardashian stated in an interview printed Wednesday. “…I used to be all the time so embarrassed, so for a very long time I didn’t put on denim in any respect. I stored getting angrier.”
Because of this, Good American makes no fuss about sizing and offers all its styles in all its sizes. Against this, most other brands cease someplace round a U.S. denims size 34 or 36 and both proceed into “plus-size jeans” as a separate group, or don’t provide bigger sizes in any respect.
Kardashian’s transfer is vital in serving to unfold a tradition of body positivity. In 2015 ladies across the globe campaigned in opposition to the plus-size label with the hashtag #DropThePlus, encouraging manufacturers and magazines to get rid of the term they are saying separates relatively than unifies ladies.
“The road is all about empowerment, making ladies really feel nice about themselves and embracing ladies of all shapes,” Kardashian informed the Normal.