Emma and Jens Grede: The Power Couple Behind the Kardashian’s Numerous Successes

You've likely purchased jeans, underwear, or a blazer bearing one of their brand names, but you probably don't know their names or faces. Among their global triumphs, Emma and Jens Grede founded and own the shapewear and underwear brand Skims with Kim Kardashian. Jens had previously launched Mr. Porter and Frame Denim, but their stratospheric rise began when Emma proposed to Khloe Kardashian to jointly create an inclusive denim brand, Good American, in 2016. This was followed by Skims in 2019, then Safely in 2021—a green line of cleaning products with Kris Jenner, the matriarch of the Kardashian clan—and most recently, a fashion brand with Kylie Jenner named Khy, inspired by her own super-sexy style and offering faux leather clothing.

The couple understands the power of the image, including their own, as hinted by a recently published, ironically toned article in The Cut magazine. The journalist portrays the couple as somewhat superficial, "wrinkle-free with teeth so white they look blue," nestled on a white sofa, next to which sits a photo of their four perfect children. The interview seems somewhat surreal; Jens appears exhausted and talks about retirement, while Emma feigns responding but focuses on what enhances her, such as the propelling effect of her participation in the Shark Tank show for women of color or the 15 Percent Pledge initiative encouraging stores to carry brands created by African Americans. When asked to describe working with Kim, they respond with identical deer-in-the-headlights expressions before saying that it’s wonderful and also like working with anyone else.

Certainly, Kim Kardashian's colossal social media following (364 million fans, mostly enthralled by her style) was a guarantee of success for a brand she embodies and that mirrors her image. However, it's the business acumen and marketing prowess of the Grede duo that turned it into a remarkable success story. On the day Skims was launched in September 2019—introducing a wide variety of sizes and colors to the shapewear market for the first time—all models were sold out within minutes, raking in a total of $2 million. This concept was truly born from Kim's imagination. She has been wearing these compression undergarments for a long time but adapted them to her body shape and outfits—cutting a leg off shorts here, adding a corset to shaping briefs and a volumizing bra there. Kim's stroke of genius transformed it into a brand that shifted the perception of shapewear from old-fashioned to a range of inclusive, cool, and even sexy "solutions." The swift addition of a regular lingerie line exponentially amplified the success. Starting with undergarments, expanding to loungewear, and then to simple t-shirts or dresses marketed on the principle of hype streetwear brands—almost sudden drops (announced a few days in advance) that would never be available again once the series sold out. Naturally, they are in high demand, especially with the combined marketing genius of the three founders. Campaigns shot by artist Vanessa Beecroft—who has infused the brand with a strong and conceptual image for a long time—feature a diverse array of celebrities and influencers at every launch, from Cardi B to Kim Cattrall, Megan Fox, Carmen Electra, Ice Spice, Heidi Klum, Addison Rae, and Paris Jackson, to name just a few. The list seems endless, mirroring the brand's diversification. Skims has expanded its product range to include swimwear, sportswear, bridal lingerie, and, since this fall, men's underwear—showcased on Neymar, American football star Nick Bosa, and basketball player Shai Gilgeous-Alexander. Brilliant, inevitably. In July, Jens Grede announced an anticipated revenue of $750 million for 2023, a 50% increase from the $500 million in 2022, with an estimated net profit of $190 million. As a result, after just four years in existence, Skims, still majority-owned by its three co-founders, is valued at $4 billion and is reportedly considering an IPO later this year, according to Bloomberg.