For Emma Grede, success comes in size 22

EXCLUSIVE SUBSCRIBER-ONLY ARTICLE [DIANA RANSOM]() Executive Editor, Inc. Emma Grede is beautiful, successful, and friends with all the right people. She co-founded each of her three businesses with a member of the Kardashian clan. [But what I love about her startup story is that it’s a reminder that you don’t need to remake the wheel to be successful]()—you just need to remake your perspective. And if you can change a few hearts and minds in the process, victories are all the more likely. Long before Grede—a petite spitfire of a person—had the idea for Good American, the body-inclusive denim company, which she co-founded in 2016, [she was struck by the fact that she couldn’t go shopping in the same stores as her best friend](). It didn’t make sense, she said, that so many fashion companies harbored such a limited view of their customers. “I wondered, ‘If you gave a size-22 woman a pair of black vinyl skinny pants, would she buy them?’” Answering that question turned into the one-stop-shop for attainable fashion that in 2022 booked more than $200 million in sales, up from $160 million in 2021. One of its biggest sellers to date? The company’s black vinyl skinny pants, which, Grede noted, regularly sell out in sizes 22 and 24 plus. [Check out our story on Grede, who is just one of 200 entrepreneurs featured on Inc.’s 2023 Female Founders list.]() [Join Inc. Unlimited to read the exclusive story on how she built Good American into a brand with millions of passionate fans—of all shapes and sizes.]() [Join Inc. Unlimited]() [social-share-icon-facebook.png]() [social-share-icon-instagram.png]() [social-share-icon-twitter.png]() [social-share-icon-linkedin.png]() This email was sent to {EMAIL}. If you no longer wish to receive Unlimited emails, [unsubscribe here](). To opt out of all Inc. emails, [click here](). Visit our [Preference Center]() to manage your email preferences. [Inc.]() © 2023 Mansueto Ventures 7 World Trade Center, 29th Floor, New York, NY 10007-2195 [Privacy Policy]()