Emma Grede is leading one of the most intentional transformations in modern fashion. As CEO and co-founder of Good American, she has elevated the brand from a promising denim startup into a multi-category fashion business built on the principle of size inclusivity. What began as a values-driven launch in 2016 has matured into a retail force with global distribution and measurable commercial scale.
Founded alongside Khloé Kardashian, Good American was the first major label to offer a full-size range at launch, spanning US 00 to 32. Under Grede’s operational leadership, that promise has expanded into ready-to-wear, swimwear, footwear, and activewear—making inclusivity a non-negotiable part of the company’s product and profit strategy.
“When you do the work to make a product inclusive from the beginning, you unlock access to a much larger customer base,” Grede told Business of Fashion in a 2024 interview. For her, ethical alignment and financial scale are not in conflict. They are symbiotic.
The business results underscore that logic. In Spring 2025, Good American entered 36 Macy’s locations with plans to scale to 79 by Fall.
Macy’s Launch Announcement
Weeks later, Grede secured a major digital milestone with a UK and EU rollout on ASOS, placing inclusive American fashion in front of a transatlantic customer base.
ASOS Launch Details
Leadership Beyond the Label
Emma Grede’s portfolio extends beyond Good American. She is a founding partner of SKIMS, the shapewear brand co-created with Kim Kardashian, and the Chairwoman of the Fifteen Percent Pledge, a nonprofit calling on retailers to dedicate 15% of shelf space to Black-owned brands.
In 2021, she became the first Black woman to serve as a guest investor on Shark Tank, using her platform to back value-led entrepreneurs building scalable ventures.
What Sets Emma Grede Apart
Unlike many brand executives who focus on image and influence, Grede is known for her rigor in operations, financial structure, supply chain development, and market expansion. She speaks in the language of scalability, not soundbites.
This fluency in both business and brand is what sets her apart. She builds companies with commercial depth and ethical clarity—without compromising either.
What’s Next for Grede
Following her brand’s rollout at Macy’s and ASOS, industry analysts expect Grede will:
- Expand Good American into physical concept stores in key urban markets
- Lead capsule collaborations aligned with SKIMS and the Fifteen Percent Pledge
- Formalise a transatlantic logistics model to support long-term DTC growth
Her next moves are not expected to follow the typical celebrity-brand playbook. They are more likely to reflect her methodical approach to supply-side excellence and consumer alignment.
Emma Grede is one of the most strategically disciplined executives in fashion. Her leadership of Good American is both commercially credible and structurally inclusive—a model that continues to expand its market without diluting its mission.
She isn’t simply succeeding in business. She’s building what the future of business looks like.
