Emma Grede Addresses Backlash Over 'Three-Hour Mum' Weekend Comments
Emma Grede, the founding partner of Skims, has spoken out against the intense criticism she received after describing herself as a "three-hour mum" on weekends. In a recent interview with The Wall Street Journal, the 43-year-old businesswoman revealed she spends only three hours each weekend day with her four children, from 9 a.m. to 12 p.m., dedicating the remainder of her time to personal activities.
Impossible Standards for Women
During a Tuesday appearance on the Today show, Grede addressed the backlash head-on. When asked by co-host Sheinelle Jones if the criticism caught her off guard, Grede firmly stated it did not. "I just think that headline would never be written about a man," she explained, referencing the WSJ article titled "The Kardashian Whisperer Who Says Three Hours With Her Kids Is Enough."
"I think that's what happens to women is that we're held to such an impossible standard both as parents but also as businesswomen," Grede continued. She emphasized her desire to be honest about the realities of balancing career and family, noting that society often pressures women to "do it all" without acknowledging the sacrifices involved.
Clarifying Her Parenting Philosophy
Grede elaborated on her "max three-hour mum" comment, explaining that after working Monday through Friday, she is exhausted by the weekend. "Anyone who has children, you know that you don't spend eight hours on a Saturday and Sunday [with them]. You have errands to run, you have things to do," she said.
She argued that part of parenting is fostering independence in children. "We're teaching our kids to be independent and, god forbid, how to actually entertain themselves," Grede concluded. This approach, she believes, allows for quality time over quantity.
Family and Career Dynamics
Grede and her husband, Jens Grede, whom she married in 2012, have four children: an 11-year-old son, Grey; a nine-year-old daughter, Lola; and four-year-old twins, Lake and Rafferty. Despite her busy career, Grede manages her family with the help of a team including nannies, cleaners, a chef, and a chief of staff.
In her WSJ interview, Grede shared that on weekends, she focuses on activities that "fill my cup," avoiding what she calls "overparenting" tasks like reading school emails or cutting sandwiches into shapes. Instead, she prioritizes creating "high-impact, core memories" through experiences such as fishing trips and vacations to New York.
Business Ventures and Personal Vision
Grede's career is deeply intertwined with the Kardashian family. She is the co-founder of Khloe Kardashian's denim brand, Good American, and a founding partner of Kim Kardashian's shapewear brand, Skims. Her success, she says, stems from being uncompromising in her vision and goals.
"I hold a vision for myself," Grede added. "And I’m uncompromising." She encourages other women to write down their dreams and financial goals while identifying non-negotiables, advocating for a balanced approach to life and work.
