Style
Take it from Khloe Kardashian: Emma Grede is one of the hardest working people she knows.
Its a busy morning at the inclusive fashion labels Culver City office.
Its easy to see why people gravitate toward Grede, including one of the worlds most famous families.
Good American celebrates its five year anniversary this month with a success story most brands could only dream of.
In 2020, when other retailers experienced layoffs and poor sales, the brand saw78% revenue growth.
In June, Gredepredicted theyll reach $155 millionin sales by years end, up 85% from 2020.
So how did Grede get into business with one of the most powerful families in Hollywood?
That glamour was very far from how I was being raised.
It just wasn’t right for me at the time.
She believes her dyslexia, which she was diagnosed with a few years later, hampered her studies.
I was very aware of that from very young.
Grede stepped downto focus on Good Americanas part of the deal.
It was during her time at ITB Worldwide that she met her husband, Jens.
We both really love what we do.
The two bonded immediately.
I never set out to create a company that was rooted in principles of diversity, says Grede.
That’s just what happens when a Black woman is at the helm of a company.
Decisions are made with this viewpoint that I grew up [with].
In 2018 the brandadded activewear to their collection; outerwear, dresses, swimwear, and shoes soon followed.
According to Khloe, she and Grede always get so nervous before any big launch.
Grede returns the sentiment.
Theyre really great businesswomen, Grede says.
No one has the throw in of staying power they’ve had unless youre really good at something.
… What they have in common is that they are coming towork.
They aint playing, she says, laughing.
I don’t like to choose what I eat.
I don’t like to choose what I wear.
My whole day is about making decisions, and so I tryto think like Barack Obama.
You remove all the small decisions from your life, she says.
Still, as successful as Grede is, she wants people to understand that it comes with sacrifice.
We were sold a bill that was bullsh*t, she says.
I don’t believe in having it all.
Photographer:Tawni Bannister
Bookings:Special Projects
This article was originally published onOct.
