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.
—Brittany Adams
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