Boss Files: Emily & Meritt

Let’s start from the beginning! Tell us a little about the journey that led you to where you are now.

Since 2018, we’ve grown in so many meaningful ways. We’ve also, like the rest of the world, endured a ton of challenges. Through it all we’ve leaned into being resourceful, charitable, and resilient. All of this has fueled creativity! We’ve opened new retail stores across the country, including in Lido Marina Village, One Paseo in Del Mar, Abbot Kinney, SoHo New York, and most recently, Montecito. We’ve also expanded into new categories that feel deeply aligned with our lifestyle, THE GREAT. Sleep, THE GREAT. Swim, and THE GREAT. Outdoors.

We’ve had the opportunity to collaborate with some iconic American heritage brands we truly admire, like Red Wing Heritage, Birkenstock, and Eddie Bauer; each allowing us to explore new creative territory while staying rooted in vintage Americana and a shared love of craftsmanship. Most recently, we co-hosted a beautiful dinner with the Shoppe team to celebrate our arrival in Montecito. Personally, and professionally, it’s been a season of expansion grounded in community building and connection.

THE GREAT. is rooted in friendship, creativity, and a thoughtful nod to the past. Can you share a bit more about the ethos of the brand? How do you keep these values front and center as the company evolves?

THE GREAT. is grounded in softness, comfort, and nostalgia. Each tightly curated collection reimagines classic Americana through a soulful, vintage-inspired lens — designed to feel lived-in, loved, and lasting. We are a casual foundation for everyone’s wardrobe, with a styling sensibility that feels effortless and authentic. From the beginning, we’ve always designed with heart and worked to evolve with intention, emotion and a lasting sense of story.

We also surround ourselves with a team and community that share our values of creativity, kindness, curiosity, and intention. That energy is infectious. Whether it’s designing a new capsule, opening a store, or collaborating with a like-minded brand, we try to keep joy and authenticity at the center of it all.

Friends first, then co-founders — Can you share more about what it’s like working together in this capacity?

At this point, our creative language is second nature. After more than 20 years of friendship and collaboration, we’ve developed a kind of unspoken rhythm. We trust each other deeply and have always had a shared vision, while also bringing different strengths to the table.

We check in with each other constantly. And most importantly, we’ve learned how to support one another through every season, both in work and in life. Our friendship is the foundation of everything we’ve built.

Denim has been an influential force in your creative journey since the very beginning. How would you define the perfect pair of jeans — and how does that philosophy shape how you design for THE GREAT?

Denim is part of our DNA. The perfect pair of jeans should feel like home — effortless, broken-in, and universally flattering without trying too hard. Some of our earliest memories together include digging through flea markets in search of the perfect vintage pair of jeans. That approach influences everything we design today. We’re always thinking about fit, fabric, and function, how something will wear in over time, how it will move with you, and how it can become part of your everyday wardrobe and story.

Tell us what a typical day-in-the-life looks like for you.

No two days are ever quite the same, which is part of what we love. Most mornings start with our families, a cup of coffee, and a quick text exchange to set the tone for the day. Some days, we’re on set styling a shoot or pulling pieces to bring a story to life. Other days are more design-focused, filled with fittings, fabric reviews, and creative meetings. Then there are the days spent strategizing — from business and finance meetings, to finding new ways to tell our story through campaigns, partnerships, and upcoming launches.

Our office is full of energy, samples, and mood boards. A bit of creative chaos in the best way!

How do you seek to incorporate balance in your life?

We talk about balance all the time. Some weeks are nonstop; some have more breathing room. We both have young kids, so family is always a grounding force. We take early morning hikes, we both spend a few minutes meditating and journaling each morning and listen to feel-good podcasts during our commutes. Hard-carving out time for creativity that’s not work-related is essential, even for a handful of minutes a day. We try to give ourselves and each other grace. Balance, like our brand, is always evolving.

What’s a fashion trend you’re loving right now? And not so much?

The best part of fashion is getting to express your personality and mood through what you are wearing. For us that’s rooted in casual pieces like Jeans and tees in interesting proportions and layering on unexpected elements. Personal style is all about how you wear what you love and feeling comfortable and confident is the best way to be stylish! Right now we are wearing our clothes a little bigger and more slouchy, baggy jeans and trousers, easy tees, vintage belts, and anklets with slip-on shoes. Anything that feels like too much effort is usually a pass for us.

What does leadership mean to you, and what advice would you offer other women entrepreneurs carving their own path?

Leadership, to us, means showing up with heart. It means being clear on your vision while staying open to growth. It’s about collaboration, trust, and leading with empathy. People remember how you made them feel, and that’s the most powerful kind of leadership.

To any woman carving her own path: trust your gut, surround yourself with people who lift you up, and don’t be afraid to evolve. Stay close to what lights you up, it’s usually where your magic lives.

Looking ahead, what’s next for each of you and for THE GREAT? What impact are you most proud of, and where do you hope to grow?

We’re incredibly proud of the community we’ve built, the women who wear our clothes, the team behind the scenes, and the customers who walk into our stores and feel seen. That’s the heart of THE GREAT.

Looking ahead, we’re excited to keep expanding our retail store presence, deepening storytelling through product, and exploring new partnerships that align with our ethos. At the end of the day, we hope to keep creating from a place of joy!

Your coffee or tea order?

Single shot, oat milk latte 🙂

One product that’s always in your bag?

Peachy / nude lip liner – usually Givenchy or Saie.

Best piece of advice you’ve ever received?

Keep your heart where your feet are.

Your coffee or tea order?

A vanilla latte with whole milk, but not too sweet!

One product that’s always in your bag?

Aquaphor.

Best piece of advice you’ve ever received?

Don’t forget your breath, your voice, or your purpose.