Good American


Brainchild of Khloe Kardashian and Emma Grede, Good American is the first fully inclusive fashion brand to celebrate modern women. Challenging industry norms, the brand is famed for their 100% inclusive denim, activewear, and loungewear – upholding the best in industry standards with innovative new techniques and sustainable processes.

After making waves in the fashion industry with their inclusive clothing and approach to e-commerce, Good American had big ambitions to continue this trajectory and take their shopping experience to the next level.

Services & Technology
Headless & Composable Commerce
Performance Enhancement
Strategy & CRO Insights
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The Challenge

Good American wanted to create a world-class e-commerce store, not just another Shopify site. They decided speed had a big part to play in creating this experience and set out to create something modern, snappy and highly-customisable. Headless was the chosen architecture, powered by Shopify’s new Hydrogen framework and Sanity as the CMS – and We Make Websites as the agency to bring it all together.

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The Solution

To build Good American’s headless store on Hydrogen and create the best possible online experience, we built everything from the ground up. Behind the scenes Shopify handles product data and commerce; and Sanity handles the creative content. On the front-end, a flexible content module system gives the Good American team the power to create highly customised, editorial experiences.

Good American have built a strong reputation for their inclusivity, and wanted to continue this ethos in their new e-commerce site. The new site allows customers to select a ‘model size’, for example, size 16, that when enabled shows product imagery across the store on a model closest to their size selection, creating a unique, more inclusive and personalized experience.

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The Results

In just a short time post-launch Good American have already seen a dramatic improvement in their site performance and the e-commerce team now has a powerful content tool that enables complete flexibility over the layout and structure of the entire customer journey. 

We Make Websites' expertise and dedication have been instrumental in bringing our vision to life, and we are incredibly grateful for their partnership.

Ryan Slyper, Chief Revenue Officer