4 posts tagged "FRAME Denim"
Label: Frame Denim, designed by Jens Grede and Erik Torstensson
Need to know: Frame Denim cocreators Jens Grede and Erik Torstensson are on a first-name basis with their ideal wearer: Karlie (Kloss), Daria (Werbowy), and Lara (Stone). After all, the duo—the same creative masterminds behind Saturday Group—spend much of their time on set, directing said catwalkers. That is, confessed Torstensson, how Frame got started back in 2012. It was only natural that, surrounded by models, stylists, and editors, the two should design with these women in mind.
Debuting for Fall ’14 is the Frame Shirt, the all-new shirt category and next step in Frame’s goal of global fashion recognition. “We look at Frame through the eyes of a fashion brand rather than a denim brand,” Torstensson told Style.com. The all-black presentation marked the return of the label’s greatest distressed, coated, and vintage-wash hits. (No need to worry: The full range includes thoroughly modern skinny and high straight styles in gray, white, and navy.) But it’s the array of silk bombers, high-low tank tops, and tuxedo shirts that the pair expect to cause the biggest stir. And frankly, we agree.
They say: Pointing to a signature pair of slashed skinny jeans, Torstensson offered, “In the beginning, I thought it was too much. But a lot of really cool girls like it.”
Where to find it: Net-a-porter.com, Barneys New York, Revolve Clothing, Nordstrom, and shopbop.com.
In hopes of promoting a calm and renewed start to 2014, Olivia Kim opens her third curated pop-in for Nordstrom today. “It’s the New Year, it’s a recharge, it’s time to regroup and get yourself together,” Kim says of the new project, which she’s aptly dubbed “New Beginnings.” “That’s really the premise behind [New Beginnings], to offer things that are a little more reflective, that feel a little more personal…things that could help people literally realize their resolutions.”
There are organic cleaning supplies and Dyson vacuum cleaners for those who have pledged to be tidier. For customers who have dedicated their 2014s to getting in shape, there are workout clothes with an edge from Michi, as well as Jawbone Up wristbands that track health patterns. And shoppers who want a full-on makeover need look no further than the colorful Manic Panic beauty products and KORA Organics by Miranda Kerr creams.
New Beginnings also pays homage to celestial movements and astrology with organic jewelry and energy crystals from Gia Bahm’s Unearthen, zodiac sweatshirts by VFiles, and, at a few lucky locations, free chart readings by celebrated astrologists Tali and Ophira Edut (aka The AstroTwins). “I’m a Virgo but a Capricorn rising, and my moon is in Aries,” Kim says, giggling. “Which means I’m a big hot mess, but then it all kind of makes sense!”
But lest we forget, Nordstrom is a clothing retailer, and Kim doesn’t skimp on her pop-in’s fashion. This time around, she’s stocking exclusive leather boots by Tabitha Simmons (complete with personalized notes from the designer), Sophia Webster clutches, Frame Denim jeans, and Kara leather purses.
All of New Beginning’s product selection remains true to Kim’s signature quirk, and will live in eight select stores (designed, again, by Rafael de Cárdenas) and online at Nordstrom.com from January 10 through February 9. As for next month, she’s looking forward to launching an “anti-Valentine’s”-themed pop-in curated around menswear called the “Heartbreaker’s Club.” Have a look at New Beginnings’ merch in Kim’s appropriately trippy film, which debuts exclusively here.
Everyone knows their Marcs from their Calvins. But as fashion month kicks into gear, we’ll be spotlighting the up-and-coming designers and indie brands whose names you’ll want to remember.
Frame Denim, designed by Jens Grede and Erik Torstensson
Need to Know:
At only a year old, Frame Denim is somewhat of a prodigal son in the ever-competitive jeans game. Founded by Jens Grede and Erik Torstensson—the London-based duo behind Saturday Group and Industrie magazine—the label prides itself on patient, thoughtful, and gimmick-free wares. Melding Shoreditch style with So-Cal culture (and, not to mention, Los Angeles’ top-notch denim production facilities), Frame bridges a wide geographic swath while remaining diligent and discrete (its only iconography is a tiny embroidered F at the left thigh). For Spring ’14, Grede and Torstensson will introduce a new fit dubbed the High Straight, following their initial Skinny and Boyfriend shapes. Keep an eye out for a particularly enticing example of the Skinny—which they’ve absolutely perfected, thanks to a prior collaboration with Karlie Kloss—that will feature color-blocked paneling down the shin. Also arriving this spring? The first-ever Frame T-shirts.
Regarding their decision to introduce a high-waist fit, Torstensson offered, “It goes back to a great time and place—we love the images of Brooke Shields back in the day.”
Where to Find It:
Net-a-Porter, Barneys New York, Nordstrom, Ron Herman, Ikram, Jeffrey, and Shopbop.
Launching a new jeans line in today’s highly saturated market is no easy task, but Frame Denim‘s Erik Torstensson and Jens Grede have a definite leg up on the competition. The Swedish entrepreneurial duo share the editor in chief role at Industrie magazine and cofounded the Saturday Group, which represents influential fashion brands through its creative, talent, and public relations agencies. “For the first time in a long while, we felt we had the headspace to do something new. Doing a denim brand for our friends, many of them in the fashion industry themselves, was something Erik and I always wanted,” Grede told Style.com. “We were and are driven about doing something perfect. Frame is a passion project that got serious.”
Produced entirely in Venice, California, Frame jeans have a classic, slim fit and come in basic washes. “We wanted that fashion look in that California quality, and I think we made it happen,” said Grede. The “Le Skinny de Jeanne” style has already been spotted on the likes of Miranda Kerr, Dree Hemingway, and Anja Rubik—talk about strategic product placement. Frame’s premiere collection also offers the “Garçon,” which is more of a relaxed, boyfriend cut (but still skinny), as well as colored jeans and cutoff shorts. The collection launches at Barneys and Barneys.com today. Torstensson and Grede created a zippy video for the collection starring Jessica Miller, which debuts here on Style.com (below). And there’s more where that came from—the duo plans to produce a fashion film each season.