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Grede Expectations

Popular Culture, the fashion funding vehicle run by Jens and Emma Grede that launched Skims, may have found its latest reclamation project—and one that hints at the shape of the company’s post-Kim future.

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Jens Grede, Emma Grede
From the beginning, the Gredes and their investors have used Popular Culture as a vehicle to develop influencer-led brands. Photo: Marc Patrick/BFA.com
Lauren Sherman
February 26, 2026

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In 2022, model Elsa Hosk decided to give in to the lurid temptation that seduced many influencers with millions of followers: She launched a fashion line, Helsa, with a company that ostensibly knew how to do the dirty work: Revolve, the decades-old, Los Angeles–based online retailer known for its elevated skank aesthetic.

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