What Is Sizing Like at Good American?

By Ella Blake — Fashion Stylist | Tellar Fashion Hub — Always honest, unbiased & unsponsored

Good American runs in US sizing and is generally true to size, but as a UK shopper you'll need to go up one size from your usual UK number — so a UK 12 translates to a US 12, which is actually equivalent to a UK 14 in most British brands. Yes, it's confusing at first. I definitely got it wrong on my first order (two pairs of jeans I couldn't return easily — lesson learnt). But once you understand the conversion, the fit is genuinely brilliant — especially if you've struggled to find denim that works across your waist and hips simultaneously.

A Bit About Good American

If you haven't shopped Good American yet, it was co-founded by Khloé Kardashian and fashion entrepreneur Emma Grede back in 2016 with one pretty bold mission: make denim that fits everyone. The brand launched with an inclusive size range — from a US 00 all the way to a US 32 — and that commitment to body diversity is still front and centre today. The fabrics have serious stretch built in, the cuts are designed to hug curves at the hip and the waist at the same time, and the quality genuinely holds up wash after wash. It's a brand I recommend a lot, particularly to clients who have a more pronounced hip-to-waist ratio.

Good American US to UK Size Conversion

Good American uses US sizing across all categories. Here's a clean conversion table to reference before you shop:

Good American (US)UK SizeEU Size0043206342836410386124081442101644121846142048162250182452202654

The key rule: if you're a UK 12, order the US 12 — not because the numbers match, but because Good American's US sizes run slightly larger than standard US sizing. Their own size guide aligns the US number with UK sizing more closely than most American brands. That said, I always recommend measuring your waist and hips in centimetres and cross-referencing against their specific size chart before ordering.

How Does Good American Denim Fit?

This is where Good American really earns its reputation. The denim is designed with what they call "Good Legs" technology — essentially a four-way stretch fabric engineered to accommodate fuller thighs and hips without gaping at the back waistband. Hallelujah.

Jeans (straight, wide-leg, flare): True to their size chart. The stretch is generous, so if you're between sizes I'd go down rather than up — they ease into your shape within a couple of wears.
Skinny styles: Can feel snug in the thigh on first wear, but the fabric gives. Stick to your measured size; don't panic-order up.
High-waisted cuts: These are some of the best on the market for minimising that dreaded waistband gap. True to size, occasionally half a size generous at the waist.
Flares & wide-leg: More forgiving in fit. The waistband tends to run very slightly slim so go true to size or size up if you're between.

Good American Sizing in Other Categories

Denim may be their calling card, but Good American now does a solid range of tops, knitwear, activewear and swimwear. Here's how I'd approach each:

Tops & T-shirts: These run slightly large compared to UK norms. If you're a UK 12, a US Small or Medium should work — I'd cross-reference with the measurements rather than relying on S/M/L alone.
Bodycon & fitted dresses: True to their size guide. The stretch fabrics are forgiving but the silhouettes are intentionally body-skimming — if you prefer a more relaxed fit, size up.
Swimwear: I'd go true to size based on the conversion table above. Their swimwear tends to be well-structured with decent coverage, and the sizing is consistent across the range.
Knitwear & sweatshirts: Slightly oversized in cut by design. If you want a fitted look, size down. If you love an easy, relaxed silhouette, go true to size.
Activewear: True to size, possibly slightly generous through the waist. The leggings in particular are excellent — the waistband sits flat and the compression is flattering without being suffocating.

My Honest Sizing Tips for Good American

I always tell clients the same few things before they place a Good American order:

Measure your hips — this brand is built around curves and hip measurement is the most important number to match.
Check whether the style you're buying has added stretch or is a rigid denim — rigid styles will be less forgiving so size up if you're between sizes.
If ordering jeans and you have a smaller waist relative to your hips, note that these are designed to minimise that gap — they're genuinely one of the better brands for this.
Returns can take a while if you're ordering from a third-party UK retailer, so getting the size right first time matters. Use Tellar's size tool to cross-reference before you buy.

If You Love Good American — Try These Brands Too

Good American has a very specific niche: inclusive, curve-friendly, premium denim with brilliant stretch. Here are the brands I'd point you towards for similar quality and fit across different budgets:

High Street Picks

Levi's — The original stretch denim pioneer. The 724 and 725 cuts are particularly good for a similar high-rise, hip-flattering fit to Good American.
ASOS — A surprisingly strong own-label denim range with a wide size run and a lot of stretch-fit options. Good for trying different cuts before investing more.
Abercrombie & Fitch — Their Curve Love denim line is a direct competitor in terms of fit philosophy. Brilliant for fuller hips and a narrower waist.
Mango — Reliable, flattering cuts in a solid size range. Their wide-leg and barrel-leg jeans are having a moment right now and the quality is genuinely good.
River Island — Strong on curve-fit styles and great value. Their premium denim lines have improved significantly and the stretch fabrics hold their shape well.
All Saints — For when you want that directional edge. Their denim is a step up from typical high street and cuts well across different body shapes.
Me&Em — A brilliant British brand that rarely gets enough credit for its denim. Grown-up cuts, excellent quality, and a consistent, flattering size run.

Independent Picks Worth Knowing

Boyish Jeans — A California-based, sustainable denim label that's quietly brilliant. The fabrics are incredibly soft and the stretch is comparable to Good American without the price tag. Worth every penny and available online to UK customers.
Rolla's — An Australian brand with a cult following for a reason. Their vintage-inspired cuts with modern stretch fabrics sit somewhere between Good American and a premium vintage find. Superb for long legs and a clean, unfussy aesthetic.

Premium

Citizens of Humanity — The gold standard for premium stretch denim. Expensive, yes, but the fit is extraordinary and they last for years.
Paige — Another LA denim institution. Incredible fabric quality and cuts that flatter a wide range of body shapes. A wardrobe investment.

Luxury / Designer

Frame — Quiet luxury denim at its finest. Clean lines, exceptional fabric, and a very consistent size run. A pair of Frame jeans is something you buy once and keep forever.
Goldsign — If you've not heard of Goldsign yet, take note. Founded by Adriano Goldschmied (the man behind AG Denim), these jeans are extraordinarily well-constructed and the fit is worth every penny of the higher price point.

Never Guess Your Size Again — Use Tellar

Good American's sizing is manageable once you know the conversion — but why guess when you don't have to? Tellar.co.uk is the UK's leading free clothing sizing tool, matching your exact measurements to over 1,500 brands instantly.

Measure once — just your bust, waist, and hips
Use the Store Size Lookup tool to get your precise size in any brand — Good American, COS, Reiss, Arket and hundreds more
Always free — no app download, no subscription, works in-browser instantly

Plus, explore the Tellar Fashion Hub — a library of honest, unbiased, unsponsored style posts from our team of stylists. Real advice, no ads, no affiliate bias.