Khloe Kardashian wants to revolutionise the way people buy jeans

Size matters
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Khloe Kardashian wants to revolutionise the way people buy jeans

Since its inception in 2016, Khloe Kardashian’s clothing brand Good American has relied on open casting calls to find an inclusive mix of models for its campaigns.

And now the brand is taking its commitment to appealing to all women, regardless of size, one step further with its online sizing tool.

“It’s one thing to represent women of all sizes in campaigns, but it’s another to actually show every product on-body in every size,” Khloé told Refinery29.

Good American now shows every style of jean on a size US0, US8 and US16. It has also pioneered a size US15 and goes up to a size US24.

And while the reality TV star-turned-denim mogul has come under criticism for promoting diet products on her social media channels, she insisted that she wants to “push the boundaries of inclusivity even further”.

“In the past, designers have been hesitant to create more sizes - many times due to the lack of experience with a process that differs from the industry standard. That’s why at Good American, we hire a diverse range of experts to make sure we have the best fit and quality,” Khloe added.

And we think you'll agree, it's hard to argue with that. 

Photos: Instagram