Emma Grede’s journey from her East London roots to the helm of billion-dollar brands represents a powerful shift in the fashion world toward inclusivity. As co-founder of Good American and a driving force behind SKIMS, Grede has not only broken barriers as a Black woman in executive fashion leadership but has built brands that redefine how fashion can celebrate and empower all bodies.
A Vision Born from a Gap in the Market
Raised by a single mother in East London, Grede grew up in a working-class neighborhood, where she witnessed firsthand the challenges faced by women of color in accessing products that genuinely suited their bodies. Her ambition to create change in the industry began in her youth, inspired by her love for fashion and business. After studying business at the London College of Fashion, Grede launched her career in marketing, building connections that would later prove crucial.
Grede noticed a glaring absence in fashion: a lack of representation for different body types, skin tones, and backgrounds. This insight planted the seed for Good American, the denim brand she launched in 2016 with Khloé Kardashian, aimed at offering jeans for women of all shapes and sizes. Good American’s launch was revolutionary, featuring an advertising campaign that highlighted models across a spectrum of sizes and ethnicities—a bold stand in an industry often criticized for its narrow beauty standards.
“Our mission with Good American was simple yet profound,” Grede has said. “We wanted to create something real for real women, something that would make them feel represented and valued in every piece they wore.”
Breaking Boundaries with SKIMS
Following the success of Good American, Grede extended her vision for inclusivity through a partnership with Kim Kardashian to create SKIMS, a shapewear line designed for diverse body types and skin tones. With products offered in a wide range of shades and sizes, SKIMS was one of the first brands to go beyond traditional “nude” colors, creating shapewear that better reflected the diversity of its customers.
SKIMS quickly gained traction, becoming a favorite for its emphasis on both function and inclusivity. Grede’s influence brought a unique approach to the brand, prioritizing accessibility and comfort without compromising quality. This approach has set SKIMS apart in the market, making it a groundbreaking force in the shapewear industry.
A Trailblazer and Advocate for Diversity
Grede’s role as a Black woman in the upper echelons of fashion’s executive tier makes her an inspiring figure for future leaders. In an industry where Black representation at the executive level is scarce, her success stands as a testament to what’s possible when diversity is embraced at the highest levels. Her work isn’t limited to building inclusive brands; Grede actively mentors young entrepreneurs, particularly women of color, sharing insights and advocating for diversity in both business and fashion.
Through her leadership and advocacy, Grede has become a beacon for change in the industry. Her vision for a more inclusive fashion landscape is about more than product lines—it’s about altering the industry’s very foundations. “Fashion should be a place where everyone belongs,” Grede says. “The impact comes when we embrace and uplift every body, every story.”
Pioneering a New Legacy in Fashion
With Good American and SKIMS, Grede has turned a vision into a billion-dollar reality. Her brands prove that profitability and purpose can go hand in hand, setting a new standard for success in fashion. By challenging the status quo and providing a platform for greater representation, she’s making strides toward a future where inclusivity is more than a buzzword; it’s a standard.
Emma Grede’s story reminds us that fashion can be more than just style—it can be a source of empowerment and belonging. Her work isn’t just about designing clothes but about designing an industry where everyone has a seat at the table. In reshaping the boundaries of fashion, Grede is creating a legacy that champions diversity and celebrates the beauty of real people, making her one of the industry’s most transformative figures today.
