FRAME

FRAME was founded in 2012 in Los Angeles by Erik Torstensson (Swedish photographer and creative director) and Jens Grede (Swedish-British media entrepreneur) as a contemporary luxury denim-and-ready-to-wear brand specifically focused on what the founders described as 'a deliberately-LA-meets-Scandinavian contemporary-luxury vocabulary anchored to elevated-essentials and contemporary-denim production.' The brand has been one of the defining post-2012 LA-anchored contemporary-luxury-denim brands. The FRAME vocabulary settled around several specific products: deconstructed denim (the brand's defining product category since 2012 — including the iconic FRAME Le Skinny, Le High Skinny, Le Forever Karlie, and Le Garçon denim variants), deconstructed jersey separates with deliberately-contemporary-luxury construction, hand-knitted cashmere-and-merino sweaters, deliberately-architectural cotton-and-linen oxford shirts, and a colour palette anchored to washed-cream, oxblood, ecru, washed-charcoal, soft-pink, washed-navy, plus the brand's recurring use of natural-indigo and the broader contemporary-luxury-aesthetic colour combinations. FRAME is independent and held by Torstensson and Grede plus institutional luxury-investors. The brand operates approximately 30 retail flagship stores globally — anchored to Los Angeles (Melrose Place — the brand's home flagship), New York (Mercer Street, Soho), Paris (Avenue Montaigne), London (Mount Street), plus extensive wholesale through SSENSE, Net-a-Porter, MR PORTER, Mytheresa, Bergdorf Goodman, Saks Fifth Avenue, the major US-and-European luxury department stores, and a substantial Asian-luxury-customer distribution network. The brand has been one of the defining post-2012 LA-anchored contemporary-luxury-denim-and-ready-to-wear brands.