Running one of the world’s hottest fashion empires with your spouse might sound like a recipe for chaos but Emma and Jens Grede, the powerhouse couple behind Skims, say they’ve found a simple way to keep both their business and their marriage thriving.
The Gredes, who cofounded Skims alongside Kim Kardashian, discussed how they make love and leadership coexist during a recent episode of Emma’s Aspire podcast.
“It brings me a tremendous amount of joy and value,” said Jens Grede, who serves as CEO of Skims. “But our styles of work are entirely different… galaxies apart.”
Jens described Emma as the emotionally driven and people-focused half of the duo, while he tends to approach business from a more reserved and analytical perspective. Yet those differences, he said, often lead them to the same conclusions just through very different paths.
Emma agreed that it can be challenging to mix marriage and entrepreneurship, but the couple has one non-negotiable rule that keeps arguments at bay: “Whichever of us cares the most gets to decide.”
That rule, they said, has been the backbone of both their partnership and their company culture.
“If you’re passionate about it, it’s important for you to see that through,” Jens said. “We’re going to get behind the way you want to do it 110%.”
The approach prevents power struggles and resentment from building, allowing each to lead in the areas they feel most invested in. It’s a system built on trust and respect, two ingredients they say are essential to working successfully with a spouse.
Jens also offered perspective for founders navigating tough decisions, noting that success doesn’t depend on perfection. “As a founder, you only have to make a couple of really good decisions,” he said. “It doesn’t matter if you also make bad choices along the way.”
When disagreements arise, the couple focuses on de-escalation, not winning. Jens emphasized that staying open-minded is critical: “If you find yourself in a disagreement, de-escalating is key.”
The couple also had advice for others considering going into business with their significant other. According to Jens, it should be an instinctive choice not one that needs endless discussion.
“If you have to have the conversation, maybe you shouldn’t be partners,” he said. “You’re doomed.”
Together, the Gredes have helped transform Skims into a multibillion-dollar global brand synonymous with body inclusivity, celebrity marketing, and sleek design. Their professional chemistry rooted in mutual admiration seems to be as strong as their marriage.
The lesson they’ve learned from years of building brands side by side is that success doesn’t require constant agreement. It requires knowing when to step back, when to step up, and when to let the person who “cares the most” take the lead.
