Follow-Up: SKIMS Cofounder Says She Does Not Worry About the 'Haters' Over the $148 Advent Calendar, Sparking Fresh Backlash After the Refund Apology

The controversy over U.S. brand SKIMS and its $148 accessories advent calendar has a new development. According to BuzzFeed on November 12, Emma Grede, SKIMS cofounder and chief product officer, was asked by a TMZ reporter what she would say to the people judging the calendar, and replied: "Your question is really good, but, you know, I don't worry about the haters." She shrugged, smiled and added: "It's a new day!" The clip surfaced online around November 11 and has drawn more than 1.3 million views on TikTok alone, only days after SKIMS apologized to every buyer and offered refunds.

Her remarks drew a fresh round of criticism online. Some users wrote that paying customers are not haters, and others asked why the brand was refunding everyone if it did not care. Others defended her, pointing out that the reporter had specifically asked about "haters," so her answer matched the question. Both views are still circulating.

Emma Grede is a founding partner and chief product officer of SKIMS and a cofounder of Khloé Kardashian's clothing brand Good American; her husband, Jens Grede, is a SKIMS cofounder and its chief executive. According to multiple outlets, brand founder Kim Kardashian has not publicly addressed the calendar herself.

The dispute began on November 6, when an unboxing video by influencer Kayla Ryan went viral on TikTok with more than 65 million views, revealing mostly hair ties, bobby pins and keychains inside a box priced at $148, a contrast that prompted many other buyers to post their own frustrated unboxings. On November 9, SKIMS said it had personally contacted every customer and offered a choice of a full refund or store credit for the full amount, acknowledging that the calendar did not meet expectations. GSM reported the refunds on November 9; the cofounder's remarks are a new development since then.

Related: SKIMS $148 Advent Calendar Unboxing Goes Viral With 65 Million Views: Hair Ties and Bobby Pins Prompt Full Refunds for Every Buyer

Source: TMZ

Published by GSM · USA (original Chinese edition)

Photo: 资料图：SKIMS联合创始人Emma Grede2026年在洛杉矶时报图书节发言（Janeirohy摄，CC BY 4.0，经Wikimedia Commons），非涉事视频画面

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