There’s something effortlessly cool about THE GREAT.—a brand that feels like your favorite vintage find but fits like it was made just for you. The brainchild of best friends and longtime creative partners Emily Current and Meritt Elliott, THE GREAT. is the culmination of their decades-long love affair with denim, Americana, and easygoing style. Launched in 2015, the brand quickly became a favorite for its nostalgic yet fresh take on classic silhouettes, delivering pieces that feel broken-in from day one. But beyond just fashion, Emily and Meritt have built something deeper—a brand that celebrates friendship, fearless creativity, and the joy of everyday dressing. With a commitment to quality, sustainability, and local production, THE GREAT. is all about creating timeless wardrobe staples that get better with age, just like the best kind of friendships.
With eight beautifully curated stores—including a New York flagship in SoHo—the brand has grown into a full-fledged lifestyle vision, extending its signature laid-back aesthetic to everything from dreamy home collaborations with Pottery Barn to a beloved coffee table book, A Denim Story. Whether it’s a perfectly slouchy tee, the coziest knit, or the ultimate pair of vintage-inspired jeans, every piece reflects Emily and Meritt’s dedication to craftsmanship and comfort. And as a proudly female-founded company with a leadership team made up of 84% women, THE GREAT. isn’t just about making beautiful clothes—it’s about empowering the women who wear them.
