FRAME
Corporate brand
UnclaimedFRAME is an American fashion brand founded by Erik Torstensson and Jens Grede, known for premium denim and contemporary ready-to-wear clothing.
Last updated October 16, 2026
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Overview
FRAME is an American fashion brand and retail company focused on contemporary clothing for women and men. The company was established in 2012 by Swedish entrepreneurs Erik Torstensson and Jens Grede, who brought experience from the creative and communications business through their agency, The Saturday Group. The brand developed within the Los Angeles and London fashion ecosystems and built its identity around premium denim, streamlined silhouettes, and a polished version of casual American dressing. Its first major product was the Le Skinny de Jeanne, a slim denim style that helped establish FRAME as a recognizable premium-jeans label. The product gained visibility when it was worn by actors, models, and other prominent fashion figures, including Miranda Kerr, Poppy Delevingne, Lily Aldridge, Kate Bosworth, and Karlie Kloss. This early association with influential wearers supported the brand's positioning as a modern, celebrity-visible denim specialist rather than a mass-market jeans company. FRAME subsequently expanded beyond jeans into broader ready-to-wear categories. Its assortment includes women's and men's denim, tops, knitwear, tailoring, outerwear, footwear, accessories, and leather goods. The brand's first bag, the Les Second leather tote, was associated with public figures including Sienna Miller, Katie Holmes, Alessandra Ambrosio, and Doutzen Kroes. These extensions allowed FRAME to present a fuller lifestyle wardrobe while retaining denim as a central product and image driver. The founders' earlier business background also shaped FRAME's marketing and creative approach. Torstensson and Grede had operated The Saturday Group before selling a majority stake in the agency to Omnicom in 2015. Their fashion brand has used collaborations and partnerships to broaden its cultural and commercial reach, with named collaborations involving Imaan Hammam, Mejuri, the Carlyle Hotel, and Jordan Barrett. FRAME distributes through its own stores and through wholesale partners. The reference material describes a network of sixteen brick-and-mortar locations in North America, two in London, and two in China, alongside department-store distribution including Bloomingdale's. The company's retail footprint has included locations in cities such as Austin, Aspen, Boston, Dallas, Greenwich, Houston, Los Angeles, New York, and San Francisco. Its international presence and dual London-Los Angeles orientation reflect a brand model combining American premium-casual product with global fashion positioning. The brand remains privately held in the available reference material, and no reliable public information is provided here about its current ownership, parent company, headquarters, leadership structure, or website. FRAME's founders were included in the Business of Fashion BoF 500 in 2014 and 2018, reflecting their visibility within the global fashion industry. No major scandal, lawsuit, product recall, bankruptcy, or regulatory controversy is identified in the supplied sources. FRAME distributes through its own stores and through wholesale partners. References describe 16 physical stores in North America, 2 in London, and 2 in China, as well as department-store distribution including Bloomingdale's. The company's retail footprint includes cities such as Austin, Aspen, Boston, Dallas, Greenwich, Houston, Los Angeles, New York, and San Francisco. Its international presence and London-Los Angeles dual positioning reflect a brand model that combines American premium-casual product with global fashion positioning. In the available references, the brand remains privately held, and no reliable public information is provided here about its current ownership, parent company, headquarters, leadership structure, or website. FRAME's founders were included in the BoF 500 list in 2014 and 2018, reflecting their prominence in the global fashion industry. No major scandal, litigation, product recall, bankruptcy, or regulatory dispute involving FRAME was found in the provided sources.
History
FRAME was founded in 2012 by Swedish entrepreneurs Erik Torstensson and Jens Grede. Before creating the label, the founders worked through The Saturday Group, a creative agency whose activities connected them to fashion, media, and brand communications. They later sold a majority stake in that agency to Omnicom in 2015. Their background in creative direction and image-making informed FRAME's emphasis on recognizable silhouettes, influential wearers, and a carefully managed premium-fashion identity. The company's initial commercial focus was denim. Its first prominent product, Le Skinny de Jeanne, was designed as a refined, slim-fitting jean and became the foundation of the brand's early reputation. The style was worn by figures including Miranda Kerr, Poppy Delevingne, Lily Aldridge, Kate Bosworth, and Karlie Kloss. This visibility helped FRAME differentiate itself in the premium denim market, where product fit, fabrication, and association with fashion personalities are central elements of brand value. After establishing its denim credentials, FRAME broadened its assortment into complete ready-to-wear collections for women and men. The expansion included tops, knitwear, tailoring, outerwear, footwear, accessories, and leather goods. The brand's first bag was the Les Second leather tote, which was modeled or publicly associated with Sienna Miller, Katie Holmes, Alessandra Ambrosio, and Doutzen Kroes. The move into bags and clothing positioned FRAME as more than a specialist jeans label while keeping denim at the center of its product architecture. FRAME developed a retail and wholesale distribution model spanning the United States, the United Kingdom, and China. Its own stores were reported in North American cities including Austin, Aspen, Boston, Dallas, Greenwich, Houston, Los Angeles, New York, and San Francisco, as well as in London and China. The brand also distributed through department stores, including Bloomingdale's. By 2021, the available reference described sixteen North American stores, two London stores, and two Chinese stores. The combination of direct retail and department-store placement gave FRAME both control over its brand presentation and access to a wider premium-fashion customer base. Collaborations and partnerships have been another part of FRAME's development. The available material identifies work or associations involving model Imaan Hammam, jewelry company Mejuri, the Carlyle Hotel, and model Jordan Barrett. These relationships extended the label's presence across fashion, accessories, hospitality, and cultural marketing. The founders' inclusion in the BoF 500 in 2014 and 2018 further reflected their standing within the fashion business. The supplied sources do not establish a current chief executive, ownership structure, parent company, corporate headquarters, or official website. They also do not document a major scandal, litigation event, recall, bankruptcy, or regulatory dispute involving FRAME. Accordingly, those areas remain unconfirmed rather than being inferred from the brand's retail presence or founder biographies.
- 2021
Reported expansion across North America, London, and China
[1]The brand is described as operating sixteen North American stores, two in London, and two in China.
- 2018
Founders again included in the BoF 500
[1]Torstensson and Grede receive another BoF 500 recognition.
- 2015
Majority stake in The Saturday Group sold to Omnicom
[1]The founders' former creative agency, The Saturday Group, sells a majority stake to Omnicom.
- 2014
Founders named to the BoF 500
[1]The founders are included in the Business of Fashion BoF 500 list of influential global fashion figures.
- 2012
FRAME is established
[1]Erik Torstensson and Jens Grede establish FRAME as a fashion brand, initially centered on premium denim.
Products and positioning
Premium contemporary fashion with a strong denim foundation, combining streamlined silhouettes, Los Angeles-inspired casual dressing, and international fashion-industry visibility.
Denim · 2012
Le Skinny de Jeanne
Le Skinny de Jeanne was FRAME's first major product and the style that established the label's early reputation. It is a slim-fitting premium denim design associated with the brand's initial focus on elevated jeans. Public wear by models and actors helped give the product visibility and connected FRAME with the celebrity and fashion-editorial markets.
Leather goods
Les Second
Les Second is a leather tote identified as FRAME's first bag. Its promotion through public figures including Sienna Miller, Katie Holmes, Alessandra Ambrosio, and Doutzen Kroes represented the brand's move beyond denim into accessories and a broader lifestyle wardrobe.
Women's apparel
FRAME women's ready-to-wear
FRAME's women's ready-to-wear range extends the brand's premium-casual identity beyond jeans. The assortment includes tops, knitwear, tailoring, outerwear, footwear, and accessories, using streamlined styling intended to work as a coordinated contemporary wardrobe. The men's range broadens FRAME's original denim proposition into ready-to-wear clothing and related accessories. Available source material confirms the category but does not provide a complete product-level chronology or assortment breakdown.
Marketing campaigns
- Le Skinny de Jeanne celebrity visibility campaign
United States · United Kingdom · International
FRAME's launch denim was worn by actors and models including Miranda Kerr, Poppy Delevingne, Lily Aldridge, Kate Bosworth, and Karlie Kloss, helping establish the product and the brand among fashion-conscious consumers.
Outcome. The product became a recognizable entry point for the brand's premium-denim positioning.
- Les Second tote celebrity promotion
United States · United Kingdom · International
The Les Second leather tote was modeled or publicly associated with Sienna Miller, Katie Holmes, Alessandra Ambrosio, and Doutzen Kroes.
Outcome. The promotion supported FRAME's expansion from denim into handbags and broader accessories.
Brand decisions
2012
Launch of Le Skinny de JeanneProduct launchBackground
FRAME entered the market with a premium, slim-fitting denim product intended to define the new label's initial identity.
Action taken
The founders introduced Le Skinny de Jeanne and used high-profile wearers to build awareness.
Aftermath
The style became the foundation of FRAME's early reputation and subsequent expansion into ready-to-wear.
- Expansion from denim into a full ready-to-wear assortmentStrategy
Background
After establishing a premium-denim identity, FRAME sought to serve customers with a broader contemporary wardrobe.
Action taken
The company added women's and men's apparel, tailoring, knitwear, outerwear, footwear, accessories, and leather goods.
Aftermath
FRAME developed from a denim-led label into a broader fashion and lifestyle brand.
- Development of direct retail and international distributionStrategy
Background
The brand combined direct retail with wholesale distribution to increase market access while maintaining branded store environments.
Action taken
FRAME opened stores in North America, London, and China and sold through department stores including Bloomingdale's.
Aftermath
By 2021, the available source described twenty stores across those regions, alongside department-store distribution.
Recent events
Reported
FRAME partners with HERO for virtual shopping[2]
FRAME partnered with HERO to launch a virtual shopping service connecting online customers with stylists through chat and video consultations.
Reported
Frame launches mental health platform[3]
Frame announced the launch of a mental health platform connecting people with therapists through interactive digital workshops and one-on-one matches for video or in-person sessions.
Sources3 sources
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