Denim to Daily Uniform: The Elevated Ease of FRAME

Origins and Founding

FRAME was founded in 2012 by Jens Grede and Erik Torstensson, two Swedish creatives based in London and Los Angeles. Initially launched as a denim brand, FRAME quickly gained traction for its focus on high-quality materials, tailored fits, and elevated basics. Inspired by European craftsmanship and L.A.’s laidback lifestyle, the brand bridges the best of both worlds: polished, urban-ready pieces with West Coast cool.

Ownership and Leadership

FRAME remains independently operated under the leadership of its founders. Grede and Torstensson—who are also known for their roles in other fashion ventures such as Good American and Skims—continue to drive the creative and strategic direction of the brand.

Aesthetic and Design Language

FRAME combines classic American staples with European tailoring. Its look is minimal, clean, and modern, with an emphasis on perfect denim cuts, crisp shirting, slouchy suiting, and wardrobe staples made luxurious through thoughtful details and premium fabrics. It’s the uniform of off-duty models and fashion insiders alike: easygoing, but never boring.

Notable Pieces

• Le High Straight – A high-rise, straight-leg jean made from stretch denim that molds to the body.
• The Gillian Blazer – A softly structured blazer with a slightly oversized fit, often styled with matching trousers or denim.
• Jetset Flare Pant – Pull-on pants designed without hardware for travel ease, available in ponte and stretch crepe.
• Cashmere Rib Knit Sets – Luxe knitwear sets in tonal shades designed for both lounging and layering.
• The Le Jane – A rigid, vintage-inspired denim fit with a flattering high waist and raw hem.

Famous Fans

• Gigi Hadid
• Kaia Gerber
• Karlie Kloss
• Rosie Huntington-Whiteley
• Reese Witherspoon

The Future

FRAME is evolving into a full lifestyle brand with categories including handbags, footwear, and suiting. The brand is also experimenting with eco-conscious denim innovations and circular fashion initiatives while expanding its global retail footprint in major cities like Paris, New York, and London. Expect a continued emphasis on luxury everyday wear that’s as functional as it is refined.

Q&A

How do you pronounce “FRAME”?
Like “fraym.”

Who founded FRAME, and when?
Jens Grede and Erik Torstensson, in 2012.

Where is FRAME based?
Los Angeles and London.

What is FRAME known for?
Premium denim, sharp tees, quiet-luxe knits, blazers, and leather staples.

Most iconic jeans?
Le Skinny de Jeanne, Le High Straight, Le Original, Le Mini Boot, Le High Flare, and Le Garçon (boyfriend).

Do FRAME jeans run true to size?
Usually yes. Stretch styles feel forgiving; rigid denim runs tighter at first.

Stretch vs rigid—what should I pick?
Stretch for everyday comfort. Rigid (100% cotton) for structure and vintage fades.

Are FRAME jeans long?
Many cuts sit full-length. Petite frames often prefer Le Crop Mini Boot or ankle versions.

Tall-friendly options?
Yes. Look for longer inseams in straight and flare styles.

Are white FRAME jeans see-through?
Heavier twills help. Choose nude, seamless underlayers.

Do FRAME jeans stretch out?
Stretch recovers well. Rigid eases about a half size with wear.

How do I wash FRAME denim?
Cold wash, inside out. Air dry. Wash sparingly to preserve color.

What tops pair best with minis and flares?
Slim tees, silk camis, cropped knits, and tailored blazers.

Does FRAME make men’s denim?
Yes—L’Homme line covers slim, straight, and relaxed fits.

Are FRAME blazers worth it?
They cut clean and layer over denim well. Many use stretch crepes or suiting wools.

Do FRAME tees shrink?
Minimal with cold wash and air dry. Avoid high heat.

Where are FRAME jeans made?
Select styles are made in the USA. Others come from trusted global partners.

Do they offer leather?
Yes—buttery leather pants, minis, and jackets appear seasonally.

What shoes work with Le Mini Boot?
Slingbacks, ankle boots, and low pumps. The slight flare clears the heel.

FRAME vs AGOLDE vs Rag & Bone?
FRAME leans polished and Paris-meets-LA. AGOLDE reads trend/rigid. Rag & Bone skews urban and utilitarian.

Do FRAME jeans go on sale?
Seasonally. Core washes hold; fashion colors discount first.

Great first buy?
Le High Straight in a classic blue, or Le Mini Boot cropped for everyday wear.