Jens Grede on Building Skims, Frame and the Future of Fashion

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Jul 1, 2022

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ANECDOTE

Early Passion for Fashion Ads

Jens Grede originally wanted to create ads for Calvin Klein and entered London’s ad world in his twenties. - His early days were about following a passion for magazines and fashion photography as a window into beauty and aspiration.

INSIGHT

Create For Yourself First

Creating products for yourself first is the key to connecting to an audience. - If you love what you make, others likely will love it too.

INSIGHT

Community Over Aspirational Brands

Modern brands must cultivate community, moving away from unattainable ideals to inclusivity. - Consumers want interaction and to be part of a brand, not just aspirational buyers.

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The multitasking entrepreneur joins BoF founder and chief executive Imran Amed to discuss the personal and professional journey that led him to co-create the category-disrupting brand Skims with Kim Kardashian.

Background:

Jens Grede has built some of the most successful direct-to-consumer brands in American fashion. Alongside his wife Emma, he launched Brady with Tom Brady, Good American with Khloe Kardashian, and, of course, Kim Kardashian’s category-disrupting Skims. This week on the BoF Podcast, the Swedish-born former ad man joins BoF founder and editor-in-chief Imran Amed to discuss his journey through the fashion industry — from realising one of his early dreams of creating an ad for Calvin Klein to to elevating Skims into a once-in-a generation brand in the vein of Lululemon or Nike’s Jordan brand.

“I've waited my whole career to be part of a moment like this, and I'm very scared of messing it up,” says Grede. “At the same time, I know that if we stop experimenting, if we stop innovating, that is the fastest way to mess it up.”

Key Insights:

Cultivating a sense of community is one of the only ways to scale a brand now, according to Grede. Great community starts with creating for yourself: products you like, want to buy and can afford.
Grede describes one of his biggest mistakes — attempting to trademark the brand name “Kimono” with Kardashian — as one of the most important moments of his career because of what he learned about community and partnership. He said the Skims team listened, owned the mistake and pivoted.
Fashion is at the cusp of a huge change in distribution due to pivots in culture, algorithms and the outsized role of social media. Grede thinks every major fashion brand that has scaled successfully was born in the cracks of a major distribution change.

Additional Resources:

Skims Plots Its Next Moves: ‘We Don’t Have the Luxury of Failing.’ Skims recently raised funding at a $3.2 billion valuation. Kim Kardashian and Jens Grede, in an exclusive interview with BoF, explain how the ‘solution wear’ empire plans to prove it’s more than a pandemic fad. First up: swimwear.

The BoF Podcast: Building Disruptive Direct-to-Consumer Brands. The entrepreneurs behind Allbirds, Hims and Hers and Good American outline the keys to their brands’ success.

Building a DTC Challenger Brand | Download the Case Study. Fashion entrepreneurs need a new playbook to launch, scale and differentiate their companies, as regulations and rising costs mean performance marketing can no longer serve the critical role it once did for DTC brands.

Join BoF Professional today using the link here.

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