When self isolating was still a novelty there was some debate about whether we should be calling it the “COVID-15,” the “quaranTEN,” or a “pandemic belly.” Whatever the nomenclature, it’s clear that coronavirus-era weight gain was a widespread occurrence. The situational weight gain may have also translated to a change in clothing sizes — at least, that’s something many realized once they made the switch away from sweats, only to find their favorite jeans no longer buttoned up. Annoying much?
Thankfully, revolutionary denim technology put forth by Khloe Kardashian’s brand, Good American, touched down at exactly the right time to address this issue. Aptly named Always Fits, the line is constructed with denim that has double the elasticity of regular stretch denim, accommodating four sizes in each pair.
“We want women to know that they’ll find the best fit possible, and we never sacrifice support and comfort for style,” Good American co-founder Emma Grede tells InStyle. “We wanted to create a denim option that provides a guaranteed perfect fit seven days a week. The denim will mold to your body the more you wear them while still maintaining their shape and structure. They are absolute magic!”
In turns out, size fluctuation is not a phenomenon unique to 2020: According to the brand, the average woman changes sizes 31 times in adulthood, and can shift weight by five pounds in as little as a week. Rather than buying multiple pairs of jeans in various sizes, Good American is offering the opportunity to cut down your closet without sacrificing a comfortable fit.
Tall, petite, and plus-size women can all feel confident shopping the Always Fits collection. “We took a revolutionary approach to sizing and fit when designing this new category,” co-founder Khloe Kardashian tells InStyle. “[We] created a focus group of Good American customers across a range of shapes and sizes to provide feedback and perfect the fit of each size category. We also studied thousands of women’s bodies, outside of just Good American customers, to ensure the jeans work for all bodies.”