FRAME was founded in 2012 by Jens Grede and Erik Torstensson, the two London based Swedes behind “The Saturday Group,” the global fashion business and INDUSTRIE magazine. The pair wanted to create the perfect pair of jeans, by bringing together the quality and heritage of denim manufacturing in Los Angeles, with the influence of London style, cut and fit.
The company is based in Los Angeles with responsibilities split between the two offices in West Hollywood and Shoreditch. FRAME is produced in Los Angeles, USA by an all-star line-up. From Design, to wash houses and cut & sew, the best people in their field all come together to make an unrivalled product in quality and price.
FRAME has become a successful denim brand and has even caught in with stylists and celebrities with the likes of Heidi Klum, Reese Witherspoon, Olivia Palermo and Christina Aguilera wearing their jeans.
The Spring/Summer 2014 Lookbook Presentation from FRAME features a selection of different washes from dark washes to light washes. The emphasis is on soft spring colours such as light blues and whites. One of the stand out jeans are the light was jeans the feature colour blocking panels from above the knee down to the hem. The fits in the collection include denim shorts, skinny jeans, cropped skinny jeans and loose fitting boyfriend style jeans.