Emma Grede is the powerhouse behind successful brands like Good American, Skims, Safely, and the talent agency Independent Talent Brand (ITB). After dropping out of college, she plunged into the fashion industry.

At 24, she left her job to follow her entrepreneurial instincts, eventually founding ITB and Good American. Good American, co-founded with Khloé Kardashian, is an apparel brand rooted in inclusivity, offering stylish, high-quality denim and clothing for all body types. 

Emma Grede founded Good American with a vision to make fashion accessible and empowering for everyone, challenging conventional beauty standards and sizing norms.111

In just a few years, Good American scaled to $200M in annual revenue, thriving in the fiercely competitive retail fashion industry. This article will discuss how Emma Grede started her business journey, what makes her a great entrepreneur, and how she built her businesses. So, let’s dive into it. 

Emma Grede Early Days: The Make-Up of an Entrepreneur 

Born and brought up in East London, England, Emma is an 80s kid who, as a teenager, took on a variety of side gigs, including delivering newspapers. She credits that with helping her develop perseverance and discipline. 

She saved her earnings to buy fashion magazines like Elle and Vogue, viewing the fashion industry as her escape route.

At 16, she enrolled in the London College of Fashion, securing internships with prestigious brands like Gucci. However, she left before completing her degree, often citing it as her best decision. 

After leaving college, Emma Grede worked at Quintessentially, a concierge service, before joining Inca Productions as a fashion show and events producer. Years into their career, Emma felt under-rewarded at her job for the value she gave. 

She reflected in an interview: 'I never thought about starting my own thing. It came out of necessity. I thought, who else is going to pay me what I think I deserve? …They’re not paying me properly, so I’m going to pay myself.’

With that motivation, Emma started on her entrepreneurial journey. 

Emma Grede’s Entrepreneurial Journey

In 2008, at the age of 26, Grede founded and became CEO of Independent Talent Brand (ITB) Worldwide, a talent management and entertainment marketing agency based in London. 

After working on that venture for more than a decade, ITB was acquired by Rogers & Cowan for an undisclosed sum, after which Grede exited the company.

During this decade of working at her agency, she sourced sponsors for fashion shows, did marketing for entertainers and events, and also curated many talent-based equity deals. 

Good American: A Celebrity-led Business

Having built a vast network in the fashion industry, she was ready to start a celebrity fashion brand. In 2015, Grede pitched an idea for a denim company to Kris Jenner, whom she had met during Paris Fashion Week. She expressed her interest in collaborating with Jenner's daughter, Khloé Kardashian. 

The result was Good American, a women's clothing brand focused on size inclusivity and body positivity, which Grede and Kardashian launched in 2016, with Grede serving as CEO. 

Good American: A Business Based on Values

Beyond its celebrity ties, Good American is built on core values of inclusivity, body positivity, and sustainability. The brand’s mission is to challenge traditional fashion norms by offering diverse sizes and styles for all body types.

This approach resonates strongly in a market that is increasingly demanding representation and authenticity. In addition to its focus on inclusivity, Good American is committed to sustainable practices. 

The brand actively works on minimizing its environmental impact through responsible sourcing, ethical production methods, and a focus on high-quality materials designed to last. 

By aligning itself with these principles, Good American differentiates itself from conventional celebrity-driven brands, creating a loyal customer base that values authenticity and ethics in fashion.

Today, as people have so many options to choose from, they want to associate with a brand whose value system they resonate with. The result of that was that on its opening day, Good American sold a million dollars worth of denim products. 

The brand expanded its offerings beyond denim jeans to include dresses, activewear, tops, swimwear, sleepwear, and shoes. Notably, the company introduced size 15 jeans, positioned between sizes 14 and 16, to better accommodate different body types.

Finding Skims and Safely

Grede is also a founding partner of Skims, a shapewear brand co-founded by her husband, Jens Grede, and Kim Kardashian in 2019, where she serves as the chief product officer.

Grede also co-founded Safely, a plant-based cleaning and self-care brand, with Kris Jenner and Chrissy Teigen, launching it in March 2021. She came up with the idea during the COVID-19 pandemic, seeking safe products for her own family. 

Safely's mission is to eliminate harsh toxins from American households through plant-based products.

What Makes Emma Grede an Original Entrepreneur 

With an estimated net worth exceeding $300M, Grede holds an 8% stake in Skims, a 23% stake in Good American, and a 22% stake in Safely. But what is it about Emma that celebrities trust her so much with their brands?

Understanding of Talent & Fashion

Emma admits that while she loves fashion, she doesn’t consider herself a creative person. Early in her career, she began working with creatives, leading a talent agency for over a decade and honing her business acumen to earn their trust. 

This role required her to bridge the gap between artistic vision and business strategy, making her a valuable partner for those in creative fields.

Throughout her tenure in the talent agency, Emma cultivated a robust network and delved deeply into the nuances of the fashion industry. Emma's agency experience also allowed her to gain deep insights into the world of social media and influencers. 

Leading with Values

A common thread among all three celebrity-led businesses in which Emma Grede is involved is their strong emphasis on being value-driven. This shared characteristic reflects a commitment to principles that resonate deeply with consumers and address contemporary societal issues.

Emma's involvement with SKIMS, for example, and the Kardashians’ various collaborations, showcases a dedication to breaking traditional beauty standards and advocating for body confidence.

Strong Hiring Acumen 

Emma is a true leader in all ways and has also spoken about her instinctive ability to attract top talent. She emphasizes the importance of articulating a clear vision and strategy, which allows her to effectively communicate where she envisions the company heading.

From the outset of her career, Emma recognized that the success of her agency depended significantly on the caliber of talent she brought on board. She understood that surrounding herself with individuals who were not only skilled but also had greater experience in specific areas was crucial to achieving outstanding results. She even paid her employees more than she paid herself in the initial times. 

Moreover, her acknowledgment of the value of diverse talents allowed her to execute ideas and projects that exceeded her own capabilities. In her hiring philosophy, Emma also emphasizes the importance of culture and fit within the team.

Emma's experiences highlight that a successful business is built by people, underscoring the belief that companies should prioritize hiring strategies that reflect this.

Other than the above-discussed traits, Emma Grede also credits her fast decision-making skills and focus on delivering a high-quality product. If you want to learn more about her leadership skills, you can watch her interview below. 

Final Words

Emma Grede is a confident, talented, and natural leader destined to be an entrepreneur. She exemplifies a self-made woman who, through consistency, patience, and experience, has built multiple successful businesses from the ground up.

Establishing one thriving brand is a monumental achievement in itself, but Grede’s ability to create and nurture four well-known and highly successful brands is a testament to her courage, vision, and relentless self-belief.

I hope this article has inspired you to pursue your own passions and dreams. Thank you for reading.