Emma Grede co-founded Good American and helped build SKIMS into a billion-dollar empire. Her story shows how failure early in a career can fuel even bigger success later on.
Emma Grede’s Early Career
Emma Grede grew up in Plaistow, East London, working odd jobs as a teenager. She delivered newspapers and saved money to buy fashion magazines like Elle and Vogue. Later, she studied at the London College of Fashion. At just 26, she founded ITB Worldwide, a talent management agency.
Her agency thrived across London, Paris, and New York. However, when she tried expanding to Los Angeles, the business failed. She later said this failure taught her lessons she refused to repeat. Eventually, she sold ITB Worldwide to Rogers and Cowan.
Launching Good American
Emma Grede returned to Los Angeles with a new idea in 2016. She pitched a size-inclusive denim brand to Kris Jenner at Paris Fashion Week. Together with Khloé Kardashian, she launched Good American that October. The brand sold $1 million in denim on its very first day.
This launch became the largest in denim history. Additionally, the company built its reputation around body positivity and true size inclusivity. As a result, Good American earned B Corp certification and recognition from Fast Company.
Building SKIMS and Other Ventures
Emma Grede also became a founding partner of SKIMS alongside Kim Kardashian and her husband, Jens Grede. The shapewear brand has since grown past a $4 billion valuation. Furthermore, she co-founded Safely with Kris Jenner and launched the sports apparel brand Off Season.
Recognition and Influence
Forbes named Emma Grede to its list of America’s Richest Self-Made Women multiple years running. She also became the first Black woman to serve as a guest investor on Shark Tank. Meanwhile, she authored the book “Start With Yourself” and hosts the podcast “Aspire with Emma Grede.”
Life Today
Today, Emma Grede serves on the boards of the Obama Foundation and Baby2Baby. She lives in Los Angeles with her husband and their four children, continuing to build her growing business empire.