The Power Duo: 5 Surprising Facts About Who Really Owns Good American In 2025

The ownership of Good American, the groundbreaking size-inclusive fashion brand, is a common question that goes beyond a simple celebrity endorsement. As of December 10, 2025, the company remains privately owned and helmed by its two powerful co-founders: reality television star and entrepreneur Khloé Kardashian and British businesswoman Emma Grede. Their partnership is the engine behind the brand's success, which has challenged the fashion industry's traditional sizing norms since its launch.

This deep-dive article will explore the specific roles of each co-founder, the company’s current financial standing, and the revolutionary business philosophy—a focus on radical inclusivity—that has allowed Good American to carve out a massive, loyal customer base in the highly competitive denim and activewear markets.

Good American’s Founding Powerhouses: Complete Biographies

Good American is not owned by a large conglomerate or a single private equity firm; it is a true entrepreneurial venture. The company's unique blend of celebrity influence and strategic business acumen comes directly from its two co-founders, whose biographies are detailed below.

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Khloé Kardashian (Co-Founder, Designer, and Marketing Lead)

• Full Name: Khloé Alexandra Kardashian
• Born: June 27, 1984, in Los Angeles, California
• Primary Role at Good American: Co-Founder, focusing on the creative direction, design, and brand marketing.
• Other Notable Ventures: Star of Keeping Up with the Kardashians and The Kardashians, previous owner of the DASH boutique (with sisters Kourtney and Kim), and various product collaborations.
• Family: Daughter of Kris Jenner and Robert Kardashian, mother to True and Tatum.
• Influence: Provides the brand with unparalleled global visibility and a direct connection to millions of consumers through her social media platforms and reality television presence.

Emma Grede (Co-Founder and Chief Executive Officer - CEO)

• Full Name: Emma Findlay Grede
• Born: September 23, 1982, in London, England
• Primary Role at Good American: Co-Founder and Chief Executive Officer (CEO), overseeing all business, operational, and financial strategies.
• Other Notable Ventures: Founding Partner of SKIMS (with Kim Kardashian), Co-Founder of Safely (with Kris Jenner and Chrissy Teigen), and a history-making investor on the show Shark Tank.
• Advocacy: Chairwoman of the Fifteen Percent Pledge, an organization that calls on retailers to dedicate 15% of their shelf space to products from Black-owned businesses.
• Background: A biracial British businesswoman and serial entrepreneur recognized as the strategic mind who initially pitched the idea to Khloé Kardashian in 2016.

The Ownership Structure: A True 50/50 Partnership in Vision

While the exact equity splits of the privately held company are not public, the ownership of Good American is fundamentally defined by the complementary roles of its two co-founders. Emma Grede brought the initial concept—a size-inclusive denim line—and the operational expertise, while Khloé Kardashian provided the celebrity platform, design input, and marketing power necessary for a massive launch.

This dual ownership model ensures that the brand remains hyper-focused on its core mission. Grede manages the business strategy and logistics, ensuring the product is manufactured ethically and distributed efficiently. Kardashian drives the creative vision, ensuring the collections—which now span beyond denim into activewear, swimwear, and footwear—resonate with the modern consumer who values both style and comfort. The collaboration is a rare example in the celebrity-brand space where the celebrity co-founder is deeply involved in the product and design process, not just an ambassador.

The Financial Health and Growth of Good American (2025 Update)

Good American has demonstrated remarkable financial growth since its debut in 2016, which famously generated $1 million in sales on its launch day alone.

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The brand's current financial standing solidifies its position as a major player in the fashion industry. While overall revenue figures are kept private, estimates suggest the company’s annual sales are robust, with some reports placing total revenue between $50 million and $100 million. Furthermore, the brand's online store, goodamerican.com, alone is estimated to have generated approximately $41 million in sales in 2024, indicating a strong direct-to-consumer channel.

This financial success is a direct result of its disruptive business strategy: challenging the industry standard by offering all products in a full and consistent size range, from US size 00 to 32. This focus on "fully inclusive fashion" ensures that a broader range of women can shop the entire collection, driving both loyalty and sales volume.

The Good American Business Philosophy: More Than Just Denim

The true value of Good American's ownership lies in its commitment to revolutionary inclusivity, a core entity that drives its entire product line and marketing strategy. The co-founders have built the brand around three key pillars:

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• Size Inclusivity: Good American was one of the first fashion brands to commit to offering every item in a complete size run (00-32). This is not just a marketing tactic; it requires a complex design and manufacturing process to ensure fit and comfort across all body types.
• Body Positivity in Marketing: The brand is famous for using diverse models across all their campaigns and on their e-commerce website, showcasing the same garment on three different size models to help customers visualize the fit. This entity is crucial to their identity.
• Sustainability and Ethics: The brand has also integrated sustainability into its operations, particularly within its core denim line. The focus includes ethical sourcing and manufacturing processes, aiming to create a product that is both fashionable and environmentally conscious.

Key Entities and Topical Authority in the Good American Ecosystem

To fully understand Good American's position in the market, it's essential to recognize the network of related entities and concepts that define its topical authority:

• Key Product Categories: Denim (Jeans), Activewear, Swimwear, Loungewear, Footwear.
• Business Ventures: SKIMS, Safely, Independent Talent Brand (ITB).
• Business Concepts: Size-Inclusive Fashion, Body Positivity, Direct-to-Consumer (DTC), Serial Entrepreneurship, Ethical Sourcing, Fifteen Percent Pledge.
• Retail Partners: Macy's, REVOLVE, Nordstrom.
• Founding Figures: Khloé Kardashian, Emma Grede, Kris Jenner.

The ownership by Khloé Kardashian and Emma Grede has created a powerful synergy where celebrity marketing meets genuine social mission, resulting in a brand that is both culturally relevant and financially successful. Their continued leadership ensures that Good American remains at the forefront of the inclusive fashion movement, constantly innovating in fit, fabric technology, and marketing to serve a consumer base often ignored by traditional retailers. The brand's success proves that inclusivity is not just a moral imperative but a highly profitable business model.