Good American, Khloe Kardashian's denim line in partnership with Emma Grede, was the biggest denim launch in all of history, making $1 million on its first day. That's a lot of jeans.
While much of the focus on the line has been on the Kardashian influence and secondarily, it's body-positive message, there are a few other things that are really actually positive about this: for example, alongside body diversity, the very thing these jeans address above all else, we are also seeing a celebration of racial diversity in a way that many mainstream brands have yet to embrace beyond the token POC model to tick a diversity checkbox for the season.
Beyond that, the big main thing that Good American celebrates is handcrafted and American-manufactured apparel. Sure, denim is pretty easy to get made in the USA versus other apparel products, and we are enjoying a movement towards slow(er) fashion - if not fully in practice then at least theoretically - but when it comes to a brand with such raw consumer influence, and where the decision to manufacture factors in costs, marketability, mass appeal, it's certainly a powerful statement that the decision was made for #madeinamerica.
When change happens like this, hidden behind star power, a website that provides a straightforward, easy buying experience, and a message the masses can relate to (made in America is not even mentioned on the site at all until paragraph 4 on the About page), that's when things really start to shift.
So how do we better market sustainable products? We don't. We market better products, period, that happen to be sustainable, or made in America, or vegan, or whatever that may be. Or, you figure out some way to be the next Kardashian-Jenner.