2 posts tagged "FRAME Denim"
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.