When Khloe Kardashian and Emma Grede launched their clothing line Good American in 2016, they made $1 million in sales on their first day. Kardashian and Grede started by selling jeans ranging from size 00 to 24 and have expanded to a variety of clothes including workout clothes, dresses and a maternity collection. Inclusive sizing is important to them, and they’ve pushed retailers to buy the complete range and sell them together instead of in a plus-size department.
“The challenge is getting the industry to see that it’s not just a trend, it’s the future of business. This movement can feel superficial because not all retailers will put their money where their mouth is,” says Grede, “In the beginning, retailers would want to carry our product, but only a few sizes rather than the complete range of 00 to 24. There are a lot of costs associated like that bigger sizes take extra fabric. So it’s all about getting more and more partners and people to shift their mindset and, in turn, shift their behavior.” I spoke with Grede to learn about her career advice and goals for Good American.
What inspired you to start Good American?
Good American was ultimately born out of a conversation with Khloe about what it means for women to be confident. I knew I could get the basics down and we could ultimately service the market in a way that was more than just denim. Rather than categorize as, “plus-size” or what they call, “missy” sizing in the industry, we just wanted to create clothes in all sizes. I thought, why should there be any stigma associated with what size or what category of size you are and why should you have to shop that way? I just wanted to make something that was for all women.
What has been the biggest reward of starting Good American?
The biggest reward is being able to build something that’s more than just a brand, but a platform that portrays strong values for all women, and especially my kids. I actually started Good American when I was pregnant with my daughter, wanting to create something that she would be proud of. Now, getting to see the kind words from our customers and the emails and the letters they send with personal stories and praising what we stand for is indescribable! I’m so happy to see that what we’ve started has inspired other brands and so many are joining the inclusivity and body positivity movement.
Your cofounder is Khloe. What has been the biggest challenge and, on the flip side, the biggest reward of founding a company with a celebrity?
Working with Khloe is amazing. She works hard and she’s hands-on. I think one of her best qualities is that she has a great understanding of what customers will respond to, and she is also very driven. It’s nice to work with someone who knows what they want and is determined to make things happen. We both care so deeply about the product and together are very hands-on with the pieces to make sure they are something we would wear ourselves. She, of course, has a massive audience, but that doesn’t do it on its own. There is a lot weighing on her and the brand by putting a message out to millions of people like that. You’ve got to do it the right way that’s authentic and will resonate with those people so they don’t dismiss Good American as just another celebrity fashion label.
What are the most important characteristics that someone needs to have to be successful in your role?
At the end of the day, you have to have an unwavering belief in what you do. I can have many setbacks on a daily basis, and many times people don’t really talk to me unless something is going wrong! So a real belief in the bigger picture of what I am trying to achieve through Good American is key. Then you need passion, drive, and thick skin. I love what I do and am so lucky to be surrounded by such an amazing team, that’s so important to me.
What’s the biggest lesson you learned at work and how did you learn it?
Oh, I’m learning every day. But I started my first business at 24, back then I didn’t know how to listen. I thought I did, but it turns out I didn’t. Now I listen more than I speak, and I constantly solicit advice. I don’t always take it, but I like to ask around about pretty much everything. It’s amazing what knowledge and learnings other founders and CEOs are willing to pass on if you just ask.
What is one thing that you wish you had known when you were starting out your career?
Time is really, really precious. Don’t waste a second in a job where you aren’t either learning, surrounded by someone who inspires you, loving what you do, or loving the company. And if you really have no choice, you better make the evenings and weekends count because you don’t get time back.
What is the best advice you’ve ever received?
My husband once told me, “Make a decision and move on.” My job is all about making decisions and you’re going to make good ones and bad ones, but it is better to make a decision and move on than to procrastinate. That’s the most relevant advice I incorporate into how I approach my business on a day-to-day basis and it works.
What is your business advice for other young professional women?
Use your voice. Ask for pay raises. State your worth. Don’t be paid less than a guy, or another gal, doing the same job. Ask for help. Solicit advice. Make the tough choices. Be willing to sacrifice something. No one has or does it all, so above everything else, believe in yourself. And if all fails, listen to Oprah: Intentions rule every outcome.
