In 2016, Emma Grede and Khloé Kardashian founded Good American, the inclusive fashion brand offering trend-driven denim designs which has built inclusivity into its ethos, carrying sizes 00 through to 24. Its launch campaign brought in $1 million on its first day.
Grede attended London College of Fashion in 1997 to 2001, studying Business Management and Marketing. She began her career at producer Inca Productions before moving to multi-media fashion marketing agency Saturday Group in 2006. In 2008, at the age of 24, Grede founded talent management and marketing firm ITB Worldwide, where she worked with the likes of Vivienne Westwood , Christopher Kane , Dior and Alexander Wang . In 2010, she became the CEO of ITB which was acquired by Rogers & Cowan in 2018. After launching Good American in 2018, she was appointed chairman of ITB but stepped down after the company was acquired.
Media personality and businesswoman Khloé Kardashian is perhaps best known for her role in reality TV series “Keeping Up with the Kardashians,” which began in 2007. Kardashian’s work at Good American has also featured on her family’s reality TV show. She has undertaken numerous business ventures both by herself and with her sisters, including her own show Revenge Body, beauty lines Kardashian Glow and Kardashian Beauty and the Khloé Kardashian app, as well as writing her own book and co-authoring another with her sisters. The three Kardashian sisters also launched a store called Dash in Los Angeles in 2006, which permanently closed in 2018.
Good American is based in Los Angeles and champions body positivity and inclusivity through its designs, carrying sizes from 00 through to 24. In 2018, noting that 50 percent of their returns were sizes 14 and 16, it developed a size 15 to cater to demand. That same year, the brand also expanded its collection from jeans to activewear and clothing. It sells through its e-commerce site and selected stockists including Nordstrom and Selfridges.
Grede is a member of the global board of directors for Women for Women International, a board member for the children’s charity Baby2Baby and lives in LA with her husband, Jens Grede, and their two children. Kardashian is also based in LA and has a daughter, True, with her former partner and basketball player, Tristan Thompson.