Invest Like the Best with Patrick O'Shaughnessy - Episode 431: Jens Grede - Building SKIMS

Release Date: July 1, 2025

Introduction

In Episode 431 of "Invest Like the Best," host Patrick O'Shaughnessy engages in an enlightening conversation with Jens Grede, co-founder and CEO of SKIMS—a groundbreaking shapewear and clothing brand he established alongside his wife Emma and entertainment mogul Kim Kardashian. This episode delves deep into the intersection of popular culture and commerce, providing listeners with invaluable insights into building a globally recognized brand in today's fragmented media landscape.

Jens Grede's Background and Philosophy

Jens Grede introduces himself by reflecting on his lifelong passion for pop culture, rooted in his upbringing in Sweden and Minnesota during the vibrant 90s era. He emphasizes the importance of integrating pop culture into business strategies, stating:

“Pop culture today is really the only hack to the consumer economy that we have.”
(07:08)

Grede’s career trajectory—from working in marketing for top brands to founding SKIMS—highlights his belief in the seamless blend of creativity and commercial acumen.

The Importance of Pop Culture in Modern Branding

Grede articulates how contemporary pop culture serves as a pivotal tool for brands to connect with consumers amid a highly fragmented media environment. He explains:

“It’s the only way today that you can reach a critical mass of US consumers... building a sense of knowing what the company stands for and what the brand's trying to do.”
(07:16)

He underscores the shift from traditional institutional influence to individual voices, noting that:

“In a world where we have distrust generally for authority... the voice of an individual has probably never been higher.”
(09:23)

Building SKIMS: Origin and Strategy

The genesis of SKIMS is portrayed as an organic collaboration driven by a shared aesthetic vision between Grede and Kim Kardashian. Grede recounts their spontaneous decision to partner:

“It was more like, oh, we're definitely doing this thing. When you're an entrepreneur, it's not that you want to do something, it's that you cannot not do something.”
(36:16)

He emphasizes the importance of timing and market readiness, drawing parallels with retail legends like Les Wexner of LVMH, who capitalized on the mall expansion to build iconic brands.

Product Development and Customer Feedback

A cornerstone of SKIMS' success, according to Grede, is its unwavering focus on product excellence and customer-centric development. He elaborates:

“You have to create a product so great that you will still get to the same place with or without marketing, just on the strength of the product alone.”
(40:55)

To avoid the pitfalls of "house taste," Grede highlights SKIMS' robust feedback loop with its community:

“The customer is always right.”
(35:39)

This approach ensures that SKIMS remains aligned with consumer preferences rather than the founders' biases.

Marketing and Partnership with Kim Kardashian

Grede attributes much of SKIMS' cultural resonance to its strategic partnerships, particularly with Kim Kardashian. He compares Kardashian's influence to iconic figures like Michael Jordan in sports:

“Isn't Kim Kardashian the Michael Jordan of the influencer generation?”
(48:45)

The partnership is described as a mutual augmentation of SKIMS' brand through authentic and dynamic collaborations, leveraging individual influence to build a lasting cultural platform.

Adapting to Technological and Cultural Shifts

Addressing the evolving landscape of media and consumer behavior, Grede discusses the transition from traditional social media engagement to building direct, closed networks with customers through SKIMS' app:

“Today, we're building our app and loyalty... trying to expand that direct community in a closed network where I can have my customers' attention.”
(80:20)

He notes the challenges of maintaining brand presence in an era where algorithms prioritize personal interests over brand-driven content.

Investing Insights and Future Plans for SKIMS

As an investor, Grede shares his perspectives on long-term vision and resilience amidst market volatility. He lauds his partners, Josh and Neil, for their unwavering conviction and long-term investment strategies, stating:

“If you have the stomach for it, if you invest with that perspective, you're going to be right more times than you're wrong.”
(76:29)

Looking ahead, Grede outlines SKIMS' expansion goals, focusing on global physical distribution and enhancing community engagement through their proprietary app.

Reflections on Media and Pop Culture

Grede offers a critical analysis of the current state of media, describing it as a "post-truth" society where individual voices overshadow traditional journalistic authority:

“An individual is going to be only more important, not less important.”
(78:46)

He anticipates further consolidation of this trend, with AI possibly exacerbating skepticism towards authentic content.

Conclusion

Jens Grede's discourse in this episode encapsulates the essence of modern brand-building—melding cultural relevance with product excellence. His insights into the symbiotic relationship between pop culture and commerce provide a blueprint for entrepreneurs aiming to navigate the complexities of today's consumer economy. Grede's optimistic outlook, underscored by his gratitude for the opportunities in the United States and his recognition of his wife's inspirational influence, wraps up a conversation that is both profound and actionable for investors, entrepreneurs, and business strategists alike.

Notable Quotes

• Jens Grede on Pop Culture as a Business Tool:
  “Pop culture today is really the only hack to the consumer economy that we have.”
  (07:08)

• On Individual Voices vs Institutions:
  “In a world where we have distrust generally for authority... the voice of an individual has probably never been higher.”
  (09:23)

• On Product Excellence:
  “You have to create a product so great that you will still get to the same place with or without marketing, just on the strength of the product alone.”
  (40:55)

• On Building Community:
  “The customer is always right.”
  (35:39)

• On Media and Individual Influence:
  “An individual is going to be only more important, not less important.”
  (78:46)

This comprehensive summary encapsulates the depth and breadth of the conversation between Patrick O'Shaughnessy and Jens Grede, offering valuable takeaways on branding, marketing, product development, and investing in the modern era.