Good American co-founder Emma Grede’s Favourite Things

Few people can say they’ve been at the helm of multiple successful businesses in their lifetime, but Emma Grede is one of them. From co-founding Good American with Khloe Kardashian in 2016, to starting SKIMS with Kim as a founding partner, there are no days off for the London-born-and-bred CEO.

An advocate for inclusivity and diversity, Grede co-created Good American after spending years watching other brands conduct performative inclusivity: “I was the CEO of an entertainment marketing agency so I had a front row seat for endless fashion marketing campaigns, they’d be like Emma, can you cast a diverse like group of women? And can you get plus size models? I’m like…but you don’t make plus size clothes. And honestly, I was inspired to do something better than what I was seeing.”

Both Good American, who offer sizes 0-20, and SKIMS, with nine shades of ‘nude’ underwear to choose from, are diverse inside and out. Now on the Forbes 2022 America’s Richest Self-Made Women List, Grede’s approach to business has clearly been a success, and it comes naturally to her: “It’s led to us being really commercially successful but it was more about ‘do what you know’, and do it in a way you could be proud of.

“For me, it makes sense that a black photographer would shoot the campaign or I’d have someone who understands how to work with all hair textures working on hair because that’s just what I’ve grown up with. It just so happened to fit the mould for what was happening.”

And her actions speak just as loud as her words. Outside of her businesses she’s promoting inclusive representation across the industry as Chairwoman of 15 Percent Pledge, a call to action for major retailers to dedicate 15 per cent of their shelf space to Black-owned brands.

We caught up with the entrepreneur to chat all things business and pleasure.

What are you up to at the moment?

I’m in London launching Good American at Browns which is really exciting for us, especially because as a London girl, I grew up walking past Browns on South Molton Street, so it feels like a full circle moment. I’m like... we’re in Browns?! It felt similar when we launched with Selfridges. I’m also mid-vacation seeing all of my family because I make sure to leave some time to catch up with people.

I’m full-time in LA, but there’s nothing I love more than being back in London. I love the food, the streets, people’s voices. I’m staying at Claridges and it’s just heaven.

What inspired you to co-found Good American with Khloe?

I wanted to make nice clothes, and I wanted to make them for everyone. I think it’s a really outdated approach to fashion to do it just for one set of people, so I wanted to be truly inclusive and make sure women can wear the clothes that make them feel good, no matter who they are. I was inspired to do something better than what I was seeing on the market.

Do you have a favourite piece from Good American?

I live in Good American. I think we make really good denim. And you can’t go wrong with a good straight-leg pair of jeans. I wear them every single day. I also think we make really nice white shirts.

How does the creative design process work for Good American?

We don’t have a creative director because we don’t approach design in that way. We’re much more about fit, fabrication, and innovation. We’re not trend led, and we think about how a design will work well for both a size zero and a size 20. I’m the CEO so I’m really across everything and, of course, I have a huge team full of people who are much better at things than I am.

What inspired you to work with Kim on SKIMS?

SKIMS is really different because Good American was my idea that I developed with Khloe, whereas SKIMS is Kim Kardashian’s. It was her idea, her aesthetic, so she knew my background in products and came to me and my husband to be partners in that company. But it’s very much Kim’s vision and something she’s been working towards for years. I happen to be around the family and a trusted business partner and am super happy to be on that journey with her. It’s been a phenomenal success.

What’s your go-to work outfit?

Always a white shirt, jeans, and gold jewellery. And of course a good shoe. I’m a classic dresser, so I think the simpler, the better.

What advice would you give to someone starting a business today?

Whatever you do, make sure that you really, really love it because that’s going to carry you forever. What people don’t understand is that when you start the ups and downs are inevitable, and when the going gets tough, which it always does, it’s your passion that will pull you through.

Do you have a favourite shoe brand?

Amina Muaddi right now. I cannot tell you how many pairs I have, they literally lift the whole outfit. You can’t go wrong.

Do you have one item you can’t live without?

I have an Elsa Peretti Tiffany cuff that was bought as a Mother’s Day present from my kids and I wear it most days. I just feel like it makes everything just look classic and beautiful. It’s so timeless I’ll be wearing it until I’m 90.

In such a busy schedule, how do you make time for yourself?

I’m kind of religious about making time for myself. I try to eat right, take my vitamins, and work out most days, and I schedule them all in my diary like a work meeting. I have so many distractions in my day with the businesses, and my kids, so I need to do those things to keep me feeling balanced.

I’m pretty good at taking a step back and having my moment. I think I’m just getting older and I’ve realised how precious life is. I’m literally like walking around London smelling the roses. You’ve just got to be grateful for every little thing.

How do you treat yourself?

I love a bit of retail therapy - shopping makes me happy. It sounds simple, but I love to buy nice things. And then I love a good beauty treatment. When I come to London, I’m on a pilgrimage of all of my favourite people. Vishaly Patel is my facialist, who does everything with her hands in a very holistic way. In LA it’s a very different culture with big machines, lasers, and all sorts of crazy things.