Emma Grede isn’t just behind the scenes—she’s behind the success.
As the co-founder and CEO of Good American, founding partner of SKIMS, and chairwoman of The Fifteen Percent Pledge, Emma Grede is quietly shaping the future of fashion, business ethics, and inclusive representation in retail. And she’s doing it all with a rare combination of vision, precision, and unapologetic clarity.
Born in East London to a working-class Caribbean and Irish family, Emma didn’t come from wealth or legacy. What she had instead was instinct, and a drive sharpened by her early exposure to fashion production. After studying business at the London College of Fashion, she entered the world of marketing and brand partnerships, eventually founding her own agency by the age of 24.
But it was her partnership with Khloé Kardashian that catapulted her into entrepreneurial headlines. Together, they launched Good American in 2016 with a single mission: create premium denim that fits women of all shapes and sizes. The brand made $1 million in sales on its first day.
Grede’s approach to business is crystal clear:
Build something people actually need—and make sure everyone is seen in the process.
She applied that same vision to SKIMS, alongside Kim Kardashian and husband Jens Grede. With a focus on body positivity, nude shades for all skin tones, and sleek functionality, SKIMS grew into a shapewear empire valued at over $4 billion.
But Emma isn’t just here for profit—she’s advocating for progress.
In 2020, she launched The Fifteen Percent Pledge, urging major retailers to dedicate at least 15% of their shelf space to Black-owned businesses. So far, brands like Macy’s, Sephora, and Nordstrom have signed on—proving that representation is more than a hashtag.
Through every venture, Emma Grede has made one thing clear:
Ethical business can scale. Inclusivity can sell. And women—especially women of color—can and should lead it all.
