The Gstaad Guy sits down with Jens Grede, co-founder and CEO of SKIMS and one of the most instinctive brand builders of his generation, to explore what it means to connect products with culture in a way that feels both inevitable and enduring. From his Swedish upbringing and the philosophy of lagom to a career that has taken him from Mr Porter to FRAME to one of the most talked-about consumer brands in the world, Jens reflects on a professional life built on honesty, minimalism, and an obsession with getting the product right.
The conversation moves through the tension between being timely and being timeless, what American culture taught him that Europe never could, and why working with people who share your values is the only foundation worth building on. Jens speaks openly about the decision to back himself, the meaning of genuine partnership, and why family, far from being a counterweight to ambition, has always been its greatest source of purpose. Grounded, forward-looking, and refreshingly direct, it is a conversation about integrity, pop culture, and what happens when you care more about the work than the noise around it.
Filmed at The Maybourne Beverly Hills Garden Suite.
(00:00) Intro ✨🎙️
(00:40) Gstaad 🏔️❄️
(02:41 )Notion Of Family 👨👩👧👦❤️
(04:30) Timelessness & Essentialism ⏳✨
(06:50) Value Retail 🛍️💡
(07:53) The Culture of "Lagom" ⚖️🧘
(10:30) Becoming A Founder 💡🚀
(13:35) Social Media 📱🌍
(14:41) Working With A Best Friend 🤝🏻❤️
(17:04) Moncler 🧥🏔️
(19:25) FRAME 👖✨
(20:06) SKIMS 🩱💡
(21:30) Remo Ruffini 👔🏔️
(22:41) "Making A Simple Product Great" ✨🏆
(25:58) Love vs. Passion ❤️🔥
(27:46) The American Dream 🇺🇸🌟
(30:50) The Greatest Partner 🤝🏻💎
(25:05) Making Decisions ⚖️💡
(36:56) Kim Kardashian 📱👑
(40:06) America 🇺🇸🌍
(41:33) American vs. European Culture 🇺🇸🇪🇺
(47:41) Definition Of "Timelessness" ⏳💎
(51:01) Pop Culture 🎤🌍
(56:33) The Modern Consumer 📱🛍️
(58:55) Shared Values Within A Team 🤝🏻❤️
(1:03:27) À La Poubelle vs. Fantastique 🗑️✨
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