Jens Grede
Co-founder and chief executive of Skims
Jens Grede is the Swedish entrepreneur who co-founded Skims with Kim Kardashian in 2019 and leads it as chief executive. Before Skims he built the creative agencies Saturday and Wednesday and co-founded the denim label Frame, giving him an unusual mix of branding, digital marketing and product experience.
| Role | Co-founder and chief executive, Skims |
|---|---|
| Since | 2019 |
| Other companies | Frame, Saturday Group, Wednesday Agency Group |
| Born | 1978, Bälinge, Sweden |
| Nationality | Swedish |
Who is Jens Grede?
Jens Grede is a Swedish businessman, born in 1978 in Bälinge, who has become one of the most influential operators behind founder and celebrity-led fashion brands. He is co-founder and chief executive of Skims, the shapewear, underwear and apparel company he launched with Kim Kardashian, with Emma Grede as founding partner.
Career
Grede left school in 1997 to work as managing editor of the magazine Stockholm New. In 2000 he joined Tyler Brûlé's branding agency Winkreative in London, where he worked on projects including the rebranding of Swiss International Air Lines. His later career developed in several stages:
- 2003: co-founded the creative agency Saturday Group with Erik Torstensson
- 2009: co-founded the digital advertising agency Wednesday
- 2012: co-founded the denim and apparel brand Frame with Torstensson
- 2014: Saturday and Wednesday merged into Wednesday Agency Group, which sold a majority stake to BBDO Worldwide in 2016
- 2019: co-founded Skims, which he leads as chief executive
Skims
Skims launched in June 2019 and quickly became one of the fastest growing fashion businesses in the United States. Its valuation rose from 1.6 billion dollars in April 2021 to 3.2 billion dollars in January 2022 and 4 billion dollars in July 2023. In November 2025 the company raised 225 million dollars in a round led by Goldman Sachs Alternatives at a valuation of 5 billion dollars. At that point Skims operated 18 owned stores in the United States plus franchise locations in Mexico, and expected net sales above 1 billion dollars for 2025.
Under Grede the brand has extended from shapewear into underwear, loungewear, menswear and activewear, including the NikeSKIMS partnership with Nike. Skims has also served as official underwear partner of the NBA, WNBA and USA Basketball and as an outfitter for Team USA.
Influence on the fashion business
Grede's career illustrates how marketing and brand building expertise can be turned into product companies. Skims combines a celebrity co-founder with disciplined operations, direct-to-consumer sales and limited product drops, and then moves into physical retail and wholesale once demand is proven. Frame showed a similar approach in premium denim, with strong imagery and a focused product range.
Why it matters
Few executives have built as many brand-led businesses at this scale. As chief executive of Skims, Grede is leading one of the most closely watched privately held fashion companies, and its move from digital native brand to omnichannel retailer and sports partner is a reference case for the industry.
Frequently asked questions
Who is Jens Grede?
Jens Grede is the Swedish entrepreneur who co-founded Skims with Kim Kardashian in 2019 and serves as its chief executive. He previously co-founded the denim brand Frame and the creative agencies Saturday and Wednesday.
How much is Skims worth?
In November 2025 Skims raised 225 million dollars in a funding round led by Goldman Sachs Alternatives, which valued the company at 5 billion dollars. The company expected net sales of more than 1 billion dollars in 2025.