Emma Grede

And, you know, by any of the value that was created. And therefore, you know, I was like, God, I'm really losing here. Maybe I should do one of these for myself. Maybe I should create a company and bring a talent into that company and give them a piece of equity in order to accelerate the business. That was the start of Good American.

And, you know, by any of the value that was created. And therefore, you know, I was like, God, I'm really losing here. Maybe I should do one of these for myself. Maybe I should create a company and bring a talent into that company and give them a piece of equity in order to accelerate the business. That was the start of Good American.

That was the initial thought because I wasn't getting paid what I needed to from my clients. So I was like, well, who's going to pay me correctly? No one. So I'll create it myself. At that time, Jens and Eric had started Frame, which is an incredibly successful denim company.

That was the initial thought because I wasn't getting paid what I needed to from my clients. So I was like, well, who's going to pay me correctly? No one. So I'll create it myself. At that time, Jens and Eric had started Frame, which is an incredibly successful denim company.

And so I had kind of thought in my head that between, you know, I had clients like G-Star and Calvin Klein, and I'd worked with Topshop for a long time, very denim heavy. Jens had Frame. And so I was like, I know something about denim. Like, that's a category I can do. No, what I knew was denim marketing. I had no idea about how to make a product.

And so I had kind of thought in my head that between, you know, I had clients like G-Star and Calvin Klein, and I'd worked with Topshop for a long time, very denim heavy. Jens had Frame. And so I was like, I know something about denim. Like, that's a category I can do. No, what I knew was denim marketing. I had no idea about how to make a product.

And then fast forward, I sit down, I sit at a dinner next to some guy who had invested heavily in a big plus-size retailer in America. And he said to me, Emma, this space is exploding. And he was telling me all about it and I... I looked on my phone, I looked at the retailer and I was like, that's gross. Nobody wants to dress in those clothes. That product is horrible.

And then fast forward, I sit down, I sit at a dinner next to some guy who had invested heavily in a big plus-size retailer in America. And he said to me, Emma, this space is exploding. And he was telling me all about it and I... I looked on my phone, I looked at the retailer and I was like, that's gross. Nobody wants to dress in those clothes. That product is horrible.

And then everything just came together. I was like, oh my goodness, I'm going to create a denim company. I'm going to make all of the sizes all the time and I'm going to make everyone look hot. Basta, end of. That was it. I was like, ding, ding, ding. And it just came together. And I was like, oh, and you know what I know how to do?

And then everything just came together. I was like, oh my goodness, I'm going to create a denim company. I'm going to make all of the sizes all the time and I'm going to make everyone look hot. Basta, end of. That was it. I was like, ding, ding, ding. And it just came together. And I was like, oh, and you know what I know how to do?

I know how to book talent and bring them into the brand and converge all of those things and it's going to be explosive. And so the idea was kind of set in my head. And at that point, I'd had the conversation with Chris who had said, you know, we're looking for these type of partnerships now.

I know how to book talent and bring them into the brand and converge all of those things and it's going to be explosive. And so the idea was kind of set in my head. And at that point, I'd had the conversation with Chris who had said, you know, we're looking for these type of partnerships now.

And so I just went back to her and I was like, I have an idea and I'd really love it if I could pitch your daughter. The rest is history.

And so I just went back to her and I was like, I have an idea and I'd really love it if I could pitch your daughter. The rest is history.

I pitched her.

I pitched her.

Mm-hmm.

Mm-hmm.

I don't remember the exact words. And, you know, I never like to... It's so interesting. We have a great working relationship, the family and I, because... I don't speak on their behalf, you know, and I'm very careful not to speak on their behalf. And it feels really unfair because they are so unbelievably famous that anything that you say becomes news.

I don't remember the exact words. And, you know, I never like to... It's so interesting. We have a great working relationship, the family and I, because... I don't speak on their behalf, you know, and I'm very careful not to speak on their behalf. And it feels really unfair because they are so unbelievably famous that anything that you say becomes news.