The Great


Apparel brand THE GREAT. is known for its distinct worldview — a playful, nostalgic take on American classics. Founded in 2015 by designers Emily Current and Meritt Elliott, THE GREAT. is celebrated for its soulful approach to softness and comfort, with a tightly edited take on classic Americana. The multi-category retailer includes a children’s and men’s offering, a robust knits range, a full vintage-inspired footwear collection and exclusive vintage finds reinvented with hand-embroidery.