Entrepreneur Emma Grede: The Business Mind Behind Skims and Good American
Written by Jessica Hua (W’26); Edited By Valeri Guevarra (W’26)
Everyone knows Kim Kardashian and her company Skims, which has recently skyrocketed in success with a Nike collaboration and strong financial performance. But what about a co-founder behind the brand, Emma Grede?
Grede stands as a transformative figure in the fashion industry, renowned for her commitment to inclusivity and innovation. As the co-founder and CEO of Good American and a founding partner of Skims, Grede has played a pivotal role in reshaping industry standards by championing diversity, body positivity, and accessible fashion.
Born and raised in East London, Grede developed an early passion for fashion and business, studying at the London College of Fashion before beginning a career in brand partnerships. She founded ITB Worldwide — a talent and influencer marketing agency — where she worked with some of the biggest names in entertainment and fashion. Through these experiences, she built key relationships, eventually leading to her business ventures with the Kardashian family.
Before Skims, Grede experienced success with Good American, the size-inclusive denim brand she launched in 2016 with Khloé Kardashian. The brand debuted with a commitment to offering jeans for all body types — launching with sizes ranging from 00 to 24. The company made an immediate impact, generating $1 million in sales on its first day.
Beyond denim, Good American has expanded into activewear, swimwear, and shoes — maintaining its focus on empowering women of all shapes and sizes. The brand set an industry standard by prioritizing real women in campaigns, challenging outdated norms in fashion.
As a founding partner of Skims, Grede helped build the foundation of the company, ensuring it wasn’t just another celebrity-driven brand but a business rooted in consumer demand and functionality. Skims redefined shapewear and loungewear, offering a diverse range of sizes, skin tones, and modern silhouettes.
Under Grede’s business expertise, Skims has expanded beyond its direct-to-consumer roots, securing major retail partnerships with stores like Nordstrom and SSENSE, while also launching high-profile collaborations such as the recent Nike deal.
Emma Grede isn’t just a fashion entrepreneur, but also a trailblazer for women and people of color in business. She made history as the first Black woman investor on ABC’s “Shark Tank”, using her platform to mentor and invest in emerging entrepreneurs.
She also serves as the chairwoman of the 15 Percent Pledge, an initiative urging major retailers to dedicate 15% of shelf space to Black-owned businesses. Her advocacy highlights her dedication to creating real change in the industry, ensuring that success isn’t limited to a select few.
With Skims valued at over $4 billion and Good American continuing to expand, Grede’s influence in fashion and business shows no signs of slowing down. She remains focused on scaling her brands, investing in underrepresented founders, and pushing for more inclusive practices in retail.
While Kim Kardashian’s celebrity status brings attention to Skims, Grede’s strategic leadership and business acumen are what helped turn it into an industry-defining brand. As she continues to innovate and advocate for change, Grede is solidifying her place as one of the most powerful women in fashion and entrepreneurship today.