When Emily Current and Meritt Elliott decided to start clothing label THE GREAT. - a collections of laid - back, Americana-inspired pieces with charming feminine details - they had a long history of creative collaboration to build on. The duo first joined forces straight out of college (where they first bonded over a shared obsession with bell - bottoms), on a celebrity styling business. In 2008, they co- founded beloved denim brand Current/Elliott. Four years later the pair exited the company to pursue other projects, but couldnt stay away from the design game for long. In spring 2015, they rolled out THE GREAT. clothing, and have crafted collections after collections of perfect weekend - ready, vintage - inspired graphic sweatshirts, chambray shirts, and floral dresses ever since.