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Brand Spotlight
THE GREAT.
THE GREAT. was founded in spring 2015 by best friends and longtime collaborators Emily Current and Meritt Elliott. The duo previously co-founded the beloved denim brand Current/Elliott in 2008 before exiting in 2012 to pursue other projects. When they returned to fashion design, they created THE GREAT. as a collection of laid-back, Americana-inspired pieces with charming feminine details, including vintage-inspired graphic sweatshirts, chambray shirts, and floral dresses.
The brand captures the casual essence of California through loose and slouchy shapes that balance tomboy sensibility with high-end designer sensibilities. Rather than following trends or runway influences, THE GREAT. draws inspiration from nostalgia and the well-worn nature of vintage pieces. Their West Coast perspective is deeply rooted in Levi's culture and items that feel "worn and worked," creating contemporary collections that serve as reliable wardrobe staples with prices ranging from $95 to $550.
Style keywords
Americana
Vintage
Casual
Tomboy
Slouchy
Brand Spotlight
THE GREAT.
Style keywords
Americana
Vintage
Casual
Tomboy
Slouchy
THE GREAT. was founded in spring 2015 by best friends and longtime collaborators Emily Current and Meritt Elliott. The duo previously co-founded the beloved denim brand Current/Elliott in 2008 before exiting in 2012 to pursue other projects. When they returned to fashion design, they created THE GREAT. as a collection of laid-back, Americana-inspired pieces with charming feminine details, including vintage-inspired graphic sweatshirts, chambray shirts, and floral dresses.
The brand captures the casual essence of California through loose and slouchy shapes that balance tomboy sensibility with high-end designer sensibilities. Rather than following trends or runway influences, THE GREAT. draws inspiration from nostalgia and the well-worn nature of vintage pieces. Their West Coast perspective is deeply rooted in Levi's culture and items that feel "worn and worked," creating contemporary collections that serve as reliable wardrobe staples with prices ranging from $95 to $550.