Khloé Kardashian‘s Good American denim line is a total passion project for the star — and it’s been her dream for the past decade.
The self-professed “denim junkie” tells PeopleStyle that she always loved jeans but they weren’t always “flattering” on her.
“When I was bigger, a lot of places didn’t carry my size,” Khloé shares in an exclusive interview in this week’s issue of PEOPLE. “I was a 30 or 31 at the time. I didn’t think that was astronomical sizing but people went, ‘Uh! What size are you? Oh we don’t have that here but we can order it.’ I was like, ‘Screw you, you just made me feel like s—.’ And that’s how a lot of women feel.”
She adds, “My sisters would wear cute denim, and I felt so fat-shamed. It was important for me to make something women feel good in. It’s a positive, empowering project.”
And she succeeded. Good American, which the star designed with industry vet Emma Grede, offers 20 “trendy, cool and edgy” styles ranging from sizes 0 to 24. The campaign enlists women of all body types as models and delivers a strong message to embrace your curves.
“At DASH, our store, I would always say, ‘God I really want to start carrying larger sizes,’ and it’s harder for a boutique,” Khloé says. “If we owned department stores it would be different, but now I am finally happy I am able to have something to offer real woman.”