THE GREAT.
Clothing · 9+ locations · Los Angeles, Newport Beach, San Diego, Santa Barbara, Larkspur, NYC
A soft-focus LA womenswear label that looks like the kind of brand private equity usually owns by now. Its founders sold their last company in a buyout in 2012, then funded this one themselves. Both still run it as co-CEOs.
The Big Picture
Emily Current and Meritt Elliott own and run THE GREAT. as co-CEOs, with no outside investor, funding round, or acquisition documented as of August 2026 — a deliberate contrast with the private equity buyout that ended their previous denim brand. The trade-off is transparency: the company names no suppliers, holds no environmental certification, and lists no pay range on its own job postings. Accountability runs to two founders rather than a fund, and almost nothing about how the clothes get made is verified by anyone outside the company.
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