Brief
Emma Grede says intuition drives Skims and new Off‑Season brand
The Skims co‑founder highlighted her instinct‑based approach while unveiling the luxury label Off Season at the summit in Santa Barbara.
By Felo News Desk · Published
Entrepreneur Emma Grede told the Fortune Most Powerful Women Summit in Santa Barbara on Tuesday that she relies on intuition to keep her brands relevant, saying, “I don’t second guess myself.”
What happened
Grede, 44, co‑founded the $5 billion shapewear company Skims and recently launched Off Season, a luxury sports‑fashion label, with designer Kristin Juszczyk. During the summit she explained how intuition led Skims to release a push‑up bra with a raised nipple detail aimed at women who have undergone mastectomy reconstruction, and other products such as black thongs and a face‑sculpt wrap that target unmet market needs.
What the reports add
The Fortune piece notes that Grede’s intuition was sharpened by “failed” experiments, which she says stopped mattering and no longer hold her back. She described her approach as “making things 1% better” and focusing on product excellence rather than radical innovation.
What was said
Grede told editorial director Ellie Austin, “One of my special sauces is to go in and say, ‘Well, how do you take a problem that exists within this and make it make sense for a new generation of customers?’” She added, “What I’m not doing is trying to make people feel comfortable; I’m talking about the reality of what I do.”
How it came about
Raised by a single mother in East London and without a college degree, Grede has built a career as an operator and investor. Her latest book, Start With Yourself: A New Vision for Work & Life, warns that much women’s‑media advice is feel‑good rather than practical, reflecting the results‑oriented mindset she applies to Skims and Off Season.
Key facts
- Emma Grede co‑founded Skims, now valued at $5 billion. (fortune.com)
- Grede launched Off Season with designer Kristin Juszczyk. (fortune.com)
- She emphasized intuition over second‑guessing at the Fortune summit. (fortune.com)
Sources
- [1] fortune.com — originally reported as “‘We talk ourselves out of it’: Entrepreneur Emma Grede never second guesses herself after years of success—and a few failures”
