There are two London-based Swedes who happen to manufacture their must-have jeans in Los Angeles, which not only makes for a truly global company but is also why picking up a pair- or maybe half a dozen- of FRAME Denim is absolutely necessary…especially if you’re on the lookout for style and comfort. Founded in 2012 by Jens Grede and Erik Torstensson, who met while working at the very hip publication Wallpaper, they’ve always been somewhat fascinated with all things denim which propelled them to develop FRAME in what was an already saturated jeans market. Yet their clean aesthetic, forward fashion, and minimal detailing sensibilities have been responsible for cultivating a huge cult following mere months after launching…and everywhere you look, someone fabulous seems to be photographed wearing what Grede and Torstensson describe as a perfect pair of jeans.
These savvy Swedes know a thing or two about PR, distribution, advertising, talent, and much more, as they’re also behind the Saturday Group- a global fashion marketing company- as well as Industrie magazine. With offices in LA and London, FRAME mixes the quality and heritage of denim manufacturing in LA with the influence of London style, cut, and fit…with an added touch of French chic-ness and taste. You won’t see a big F splashed across anywhere, as their core belief maintains that shape translates more importantly than branding…and I couldn’t agree more. You can grab these hot pants online as well as Barney’s New York, Net-a-Porter, and Fred Segal among others, and this month they’ll be debuting at Nordstrom and Selfridges. I’ll be wearing mine out tonight… www.frame-denim.com
