Emma Grede: Turning Grit into Greatness
Listen up, because this isn't your typical success story.
This is about Emma Grede - the absolute powerhouse who looked at the fashion world, saw its glaring problems, and said, "Watch me fix this”.
Growing up in East London with a single mum, Emma wasn't handed anything. She was forged in the fire of real-world hustle, learning early that talent means nothing without relentless drive. While others were dreaming, she was plotting her takeover.
She has built multi-million-dollar brands while championing inclusivity and diversity. From her early days in East London to co-founding game-changing companies like Good American, Safely, Skims and more
From East London to the Global Stage
Emma Grede’s journey began in East London, where she was raised by a hardworking single mother. Growing up, she was surrounded by the values of resilience and ambition, which fueled her early interest in fashion and business. She pursued her passion at the London College of Fashion, where she gained insight into the industry’s inner workings, realising that success required not just creativity but strategic execution.
Growing up in a challenging environment, Emma discovered her superpowers early:
Adaptability: Watching her mother navigate financial challenges taught her that survival means constant reinvention.
Strategic Thinking: East London isn't a place for dreamers, it's a training ground for doers.
Hustle Intelligence: Success isn't about resources; it's about resourcefulness.
Her career began in fashion marketing, where she specialised in connecting brands with talent. This experience gave her a keen understanding of brand positioning and consumer engagement, laying the foundation for her future ventures. But Emma wasn’t content with simply working behind the scenes, she had bigger ambitions to reshape the industry itself.
Selling ITB
In a power move that solidified her reputation as a world-class operator, Emma Grede sold her talent marketing agency, ITB, to Rogers & Cowan in 2018. What started as a boutique agency connecting brands with cultural influencers evolved into a major player in the global talent space. She knew she’d built something with real value, and the sale gave her the runway (and capital) to go even bigger with ventures like Good American and Skims. It was a masterclass in knowing when to build, when to scale, and when to cash in.
Launching Good American: A Game-Changer in Fashion
In 2016, Emma co-founded Good American alongside Khloé Kardashian, introducing a fashion brand that put inclusivity at its core. Noticing the lack of high-quality, stylish denim for women of all sizes, she created a brand that celebrated all body types.
The impact was immediate, Good American generated $1 million in sales on its launch day, proving that consumers were eager for change. The brand has since expanded into activewear, swimwear, and footwear, maintaining its commitment to body positivity and representation. Emma’s strategic vision turned Good American into a movement.
Building Skims: Revolutionising Shapewear
Emma’s success didn’t stop at Good American. She played a pivotal role in co-founding Skims with Kim Kardashian, identifying a gap in the market for shapewear that was both functional and inclusive. Skims launched with a mission to provide comfort, support, and a diverse range of sizes and skin tones, setting a new standard in the industry.
Today, Skims is a billion-dollar brand, disrupting the way people perceive shapewear and loungewear. Emma’s expertise in branding and product-market fit helped position Skims as a powerhouse, proving that inclusive innovation leads to massive success.
Beyond Fashion: Expanding Influence
Emma and her husband, Jens Grede, have continued to make waves in the business world, investing in and co-founding multiple brands. They backed Kylie Jenner’s fashion line, Khy, and Emma co-founded Safely, a plant-based cleaning brand with Kris Jenner, tapping into the growing demand for eco-friendly home products.
Beyond building brands, Emma is passionate about supporting underrepresented entrepreneurs. She is the chairwoman of the Fifteen Percent Pledge, an initiative that pushes retailers to dedicate at least 15% of their shelf space to Black-owned businesses. Her advocacy is reshaping the retail landscape, ensuring that inclusivity isn’t just a conversation but a commitment.
Breaking Barriers: Shark Tank and Mentorship
Emma made history as the first Black female investor on Shark Tank, using her platform to empower and mentor aspiring entrepreneurs. Her sharp business instincts and no-nonsense approach have made her a standout investor, proving that success isn’t just about wealth but about uplifting others.
Through her investments and mentorship, Emma is helping the next generation of founders navigate the business world with confidence and strategy.
Lessons from Emma’s Blueprint
Emma Grede’s journey offers valuable insights for entrepreneurs and creatives alike:
1. Don’t Just Spot Gaps - Build Boldly Into Them
Emma didn’t wait for the industry to catch up to consumer needs, she anticipated them and built unapologetically. From size-inclusive denim to skin-tone diverse shapewear, she created brands that solved real problems at scale.2. Brand Without Culture Is Just Noise
Emma’s marketing genius lies in cultural fluency. She doesn’t just sell products, she builds movements. Whether it’s aligning with the Kardashians or launching purpose-led campaigns, she understands how to embed brands into culture in a way that makes them unforgettable. If you want loyalty, don’t just market, matter.3. Scale With Structure, Not Just Hype
Lots of brands go viral, few sustain. Emma’s built businesses that last because she understands operations, product-market fit, and margin just as much as storytelling. She balances the hype with hard numbers. The takeaway? Vision without structure is just noise.4. Ownership Is the Real Flex
Emma leveraged her expertise into equity, and her network into long-term value. Whether you're a creative, strategist or operator, ask yourself: are you just doing the work, or are you building your stake?5. Use Your Success as a Platform, Not a Pedestal
From the Fifteen Percent Pledge to mentoring underrepresented founders, Emma shows that the ultimate power move is bringing others with you. True leadership is about widening the gate. Success should echo beyond your own wins.
The Legacy of a Trailblazer
Emma Grede is a cultural leader who has reshaped industries while advocating for inclusivity and diversity. Her story is a reminder that with vision, strategy, and resilience, groundbreaking success is possible.
For aspiring entrepreneurs, Emma’s journey highlights that you should think big, execute boldly, and use your success to open doors for others.
Keep Building
David