Good American and ASOS have officially tied the knot. And just days before the US giant crosses the pond, Wonderland catches up with co-founder and business force Emma Grede to talk perfect denim, full-circle moments, and (of course) the best of Britain.

It almost feels redundant to say, but Emma Grede is exceptionally good at a lot of things. She’s co-founded a string of wildly successful brands from scratch – Skims included, alongside Kim Kardashian. She chairs the Fifteen Percent Pledge, championing Black-owned businesses. She’s a mentor to young entrepreneurs, the first Black woman to serve as an investor on Shark Tank, and one of America’s richest self-made women. The list goes on. But beyond the accolades, she’s also one hell of a denim connoisseur.

Since 2016, the East London-born powerhouse has been at the helm of Good American – the label she co-founded with Khloé Kardashian – bringing a robust dose of style, stretch and substance to the world of denim. Now, the brand celebrates a major milestone: its arrival on the digital shelves of British retail juggernaut ASOS.

Before the big debut, Grede sat down with Wonderland to chat about building a brand that actually reflects the lives of real, modern women; what it feels like to come full circle on home turf; and why nothing beats a truly great pair of jeans. Keep reading…

Why was ASOS the perfect partner for Good American?

ASOS has built a reputation as the ultimate destination for fashion-loving 20-somethings. It’s inclusive, it’s bold, it’s dynamic, just like us. We want Good American to be as accessible as it is empowering and ASOS is the perfect partner to do that on a global scale.

Good American has always pushed boundaries in both style and brand values. How do you see that resonating with the British & ASOS customer?

British shoppers are incredibly tuned in to purpose-led brands, and we know they value authenticity. The ASOS customer isn’t just buying clothes, they’re buying into craftsmanship, culture, and identity. That’s exactly what we offer. From the way we design our denim to the stories we tell through our campaigns, everything is built to reflect the attitude and lifestyle of real, modern women, and I think that will absolutely resonate.

From denim to bodysuits, your pieces have such a cult following in the States. What key pieces are you most excited for ASOS shoppers to get their hands on?

Our denim is what started it all, and I truly believe every woman deserves jeans that fit perfectly. I’m excited for the UK customer to experience our Good Legs and Always Fits styles. They’re Game-changers.

You’ve spoken openly about building a brand that reflects real women. How has that vision evolved since day one, and what does it look like now?

The vision hasn’t changed, it has evolved. In the beginning, we set out to rethink fit. Since then, we’ve fine-tuned our approach to perfect the way our product feels, fits, and functions for real women. We’ve spent years listening to our customers, refining every detail, and building a denim and ready to wear offering that truly delivers.

With ASOS being such a go-to for Gen Z and millennial shoppers, what’s the message you hope young UK customers take from the brand?

That you can expect more from your clothes, in both style and fit. Good American is committed to delivering fashion-forward, best-in-class pieces that don’t compromise on quality or design. We want young women to know they don’t have to choose between looking good and feeling good, they can have both.

As a Londoner yourself, what’s it like bringing your brand home and especially launching on ASOS? Any full-circle moments yet?

It’s an incredibly proud moment. I grew up shopping the high street and always had a deep love for fashion. To now bring Good American to the UK through a major player like ASOS feels full-circle – it’s exciting to see the brand reach a whole new audience in the place where it all started for me.

Good American has always stood out for its casting and campaign imagery – real bodies, real stories. Will UK shoppers get to see a homegrown spin on that?

Absolutely. Since launching in the UK, we’ve been focused on creating a brand experience that feels relevant and exciting to British customers. That means showing up in a way that speaks to the culture and style sensibilities here, while staying true to what makes Good American stand out – elevated design, strong product, and a clear point of view.

What’s been the biggest learning curve in expanding internationally, and what’s next after this UK chapter?

International expansion forces you to listen more to really understand different markets, different needs. The UK is important because of my personal ties here, but it’s also a gateway to the broader European customer. We’re taking this momentum and continuing to build a global community and I’m incredibly excited for what’s next.

If you had to pick one piece from the ASOS edit that every Brit needs in their wardrobe this summer, what would it be?

A great pair of jeans is a must, the kind you can throw on with anything and feel instantly put together. Our denim is designed to look effortless but feel elevated, making it the perfect staple for whatever summer has in store. Honestly, I’d recommend them all.

And finally… we have to ask! What does a perfect day in London – dressed head-to-toe in Good American, of course – look like for you?

Start with a morning coffee at Claridges, which is where I love staying when in London, wearing my favorite pair of denim, a poplin shirt layered under a great blazer. It’s a real balance catching up with family and friends, but a quick change into heels and a statement top for dinner, it’s comfort, confidence, and a little bit of glam all day long.