Emma Grede

I'm like, what is the customer seeing? I go like in store. I really try to understand that what is everybody else, like what are customers truly experiencing from this brand? And then it's really about looking objectively at what we're putting out there. And I really do that. And I've got a – I think I have a really, really good sense of not – I don't know how to say it without swearing.

I'm like, what is the customer seeing? I go like in store. I really try to understand that what is everybody else, like what are customers truly experiencing from this brand? And then it's really about looking objectively at what we're putting out there. And I really do that. And I've got a – I think I have a really, really good sense of not – I don't know how to say it without swearing.

You can swear. I just don't believe my own bullshit. I've still got the ability. And it's so interesting because I think that when you join a new company, you know, I always say to people that come, you know, you've got fresh eyes for, I don't know, a couple of weeks, maybe a couple of months at best until you start telling yourself the same stories that we tell ourselves internally. And

You can swear. I just don't believe my own bullshit. I've still got the ability. And it's so interesting because I think that when you join a new company, you know, I always say to people that come, you know, you've got fresh eyes for, I don't know, a couple of weeks, maybe a couple of months at best until you start telling yourself the same stories that we tell ourselves internally. And

I am very good at having those fresh eyes. And so when I have new people in the business, I will go to those people and be like, what are you seeing? Where were you before? Versus what we're telling you, what are you seeing in this company? And so I make a point to get around to any new starters. And that's just part of the process. Competition, new starters, having the Zoom out.

I am very good at having those fresh eyes. And so when I have new people in the business, I will go to those people and be like, what are you seeing? Where were you before? Versus what we're telling you, what are you seeing in this company? And so I make a point to get around to any new starters. And that's just part of the process. Competition, new starters, having the Zoom out.

What am I actually serving and delivering to customers? And I kind of take all of that. And come up with like just a one pager. Like for me, it's always very simplistic. You know, it's like three things. I'm like this, this, this. Go and work on those things. And it will often be in line with the priorities that I have, like the broader priorities of the business.

What am I actually serving and delivering to customers? And I kind of take all of that. And come up with like just a one pager. Like for me, it's always very simplistic. You know, it's like three things. I'm like this, this, this. Go and work on those things. And it will often be in line with the priorities that I have, like the broader priorities of the business.

But sometimes it's just like a random thing that I'm like, I didn't see that happening. I didn't see how shit would become of that, you know. And so it's like I try to have that level of objectiveness all the time.

But sometimes it's just like a random thing that I'm like, I didn't see that happening. I didn't see how shit would become of that, you know. And so it's like I try to have that level of objectiveness all the time.

100%. Yes. Well, also, I'm rightly paranoid. Like, I've worked with some of the most copied, duped brands in the whole world. Do you know what I mean? It's like, I'm not actually paranoid. I'm just like, everybody's copying me.

100%. Yes. Well, also, I'm rightly paranoid. Like, I've worked with some of the most copied, duped brands in the whole world. Do you know what I mean? It's like, I'm not actually paranoid. I'm just like, everybody's copying me.

I'm totally unbothered. We've moved already, babe. I'm like, by the time they've copied me, I'm, you know, I'm a year and a half in the future. I'm like, go for it. Done. It's over. You can't, there's no other way to behave. You know, it's like if you sit around and you're so concerned at that, you know, don't get me wrong. If it's like copy, right, that's different. You're here for my people.

I'm totally unbothered. We've moved already, babe. I'm like, by the time they've copied me, I'm, you know, I'm a year and a half in the future. I'm like, go for it. Done. It's over. You can't, there's no other way to behave. You know, it's like if you sit around and you're so concerned at that, you know, don't get me wrong. If it's like copy, right, that's different. You're here for my people.

But it's like this, that is just part of being like I work in fashion. It's very cyclical. Where are ideas owned anyway? Who knows?

But it's like this, that is just part of being like I work in fashion. It's very cyclical. Where are ideas owned anyway? Who knows?

Yes, absolutely. I've been known to walk up to a founder in the gym and disturb him during his workout. In the early days of Good American, I was like, excuse me, sir, I won't say who, but I was like, you are, we used to have this one company that would buy whatever we dropped at Good American and they would photograph it and put it on their website.

Yes, absolutely. I've been known to walk up to a founder in the gym and disturb him during his workout. In the early days of Good American, I was like, excuse me, sir, I won't say who, but I was like, you are, we used to have this one company that would buy whatever we dropped at Good American and they would photograph it and put it on their website.

The next like three days after and take pre-orders on it. And I was like, I know you're, I can see the rip pattern. Like I know that's my gene. That's literally my gene. You haven't like tried to make it. You've just taken our thing and you're taking orders on it. It would drive me crazy. So when I saw him, I went and told him about himself. He didn't care. He still carried on doing it.

The next like three days after and take pre-orders on it. And I was like, I know you're, I can see the rip pattern. Like I know that's my gene. That's literally my gene. You haven't like tried to make it. You've just taken our thing and you're taking orders on it. It would drive me crazy. So when I saw him, I went and told him about himself. He didn't care. He still carried on doing it.