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.
