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We launched Good American in 2016 with the mission of bringing impeccably fitting fashion to all women, regardless of size, and started with the most important piece in a woman’s wardrobe: her jeans. While we’re incredibly proud of the work we’ve done to push forward inclusivity, we know there are still areas where we can do better -- like sustainability. Denim is in our DNA, but it is also a category that is unfriendly to the environment. We knew that creating eco-friendly jeans was the most important first step to do our part in leaving a smaller footprint on the planet.
The challenge for our design team: how to accomplish this without sacrificing our superior fit and stretch. Through endless amount of planning, supply chain and manufacturing innovations, we’re proud to announce that we have managed to give you both: the perfect Good American fits you have come to love AND denim that is less harmful to the planet.
Because we have never been a brand that settles.
In order to reduce our impact, we’re working toward a more sustainable long-term future at Good American. That includes using ethically produced fabrications in our denim, eco-friendly packaging and environmentally safe washes. We’re not all the way there yet, but we’re committed to this challenge. To help us kickstart the process, we partnered with leading sustainability organization The Bear Scouts, who provided thoughtful consultation every step of the way.
We’re excited to bring you with us along this journey. Here’s to Responsible Denim and a Responsible future.
We started with denim, because it’s where we can have the biggest impact. We’ve launched sustainable efforts across all categories, including activewear and ready to wear. Here are the goals we set for 2020, and we’d love to take you on this journey toward a more sustainable future.