Good American “befriends” H&M

Good American collections are based on responsible denim and offer customers a wide range of sizes.

Swedish fashion brand H&M announced the expansion of its “H&M with Friends” partnership program to include the Good American brand – created by women for women. 

As part of developing the new multi-brand direction, H&M will sell clothes of Good American at their own internet shops in Germany and Sweden. Thus, the fashion giant expects to take further steps towards inclusiveness and diversity.

The “H&M with Friends” concept was created to give the brand’s customers the opportunity to experiment with style. The site sells clothing from H&M Group member brands & Other Stories, Arket, COS, Weekday and Monki, and some third-party manufacturers. 

 “H&M carefully selects friends who not only align with our brand values but also complement our offerings, inspire and encourage customers to experiment,” the company’s press office commented. H&M noted that the body-positive inclusive brand Good American, founded by Emma Grede and Khloe Kardashian, is “the perfect partner.” 

“H&M with Friends is an exciting concept that allows us to expand the H&M world. By inviting other brands into the H&M space, we can offer our customers an inspiring experience,” said Sylwia Wennberg, H&M Business Area Manager New Development.