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Sandra Halliday Published
December 15, 2025
Khloé Kardashian and Emma Grede’s Good American brand has been striking multiple partnership deal in recent periods and the latest retail deal for the label is with H&M. It means it’s available on the Swedish and German H&M online sites from this month.
Just a few weeks after it announced a deal with UK-based Reiss for global webstore availability, it’s now become part of the ‘H&M with Friends’ concept with the Swedish fashion retail giant saying it and Good American are taking “further steps toward inclusivity and diversity”.
‘H&M with Friends’ is a concept created to guide the retailer’s customers “towards their best, most individual style”.
On hm.com, customers can now purchase from more brands within the H&M family, like & Other Stories, Arket, COS, Weekday and Monki, and a selection of external brands. The company said it “carefully selects friends who not only meet our brand values but who also complement our offer and inspire and encourage customers to experiment”.
Good American clearly fits into that category via its “body-positive fashion for everyone” that “celebrates diversity with empowering style, an ethos that matches H&M's drive for inclusivity”.
The collection’s key focus is responsible denim in an inclusive size range from 00 to 32+. The jeans come in various styles, from skinny and classic to flare and 90s styles. But in the line-up there are also non-denim pieces such as a strapless black scuba bodysuit with a deep-V neckline, a spaghetti strap dress in imitation leather, and coordinating metallic lilac vest and trouser set.