FRAME stands for modern, luxurious, and versatile clothing, distinguished by its signature jeans fits, high-quality cotton shirts, and unique leather pieces. With their first product, the "Le Skinny de Jeanne" jeans, the two designers conquered the fashion world. To this day, numerous famous actors and supermodels cannot imagine life without FRAME fashion.

The Californian denim label FRAME was founded in 2012 by Swedish friends Jens Grede and Erik Torstensson. The company is based in Los Angeles, California. The name "FRAME" symbolizes the human body, which FRAME clothing frames and accentuates. The two designers' vision was to create the perfect pair of jeans, combining timeless design with high quality. They launched their first project in Venice with the goal of designing the ideal skinny jeans – a project that quickly became a success and transformed a fun endeavor into a passion.

Timeless

Whether skinny jeans, high straight, high flare, or boyfriend jeans: everyone can find the perfect pair at FRAME. The classic FRAME look impresses with its simple and clean cuts, complemented by subtle details. FRAME fashion is characterized by its commitment to sustainability – wearers should feel comfortable in their clothes not just for one season, but for a lifetime. Every pair of jeans has something special about it and is sure to become an absolute favorite.

The two designers' favorites are the "Le Skinny de Jeanne" and the "Le Garçon" jeans – relaxed yet sexy, the perfect trousers for curious, confident women. A special feature is the absence of a large logo on the back pocket; for the designers, it's not the brand that matters, but rather the comfort of the wearer. FRAME has shaped the denim fashion industry through sustainable materials, high quality, and exceptional comfort.

FRAME is increasingly committed to sustainable practices. The brand uses environmentally friendly materials, including recycled fabrics and biodegradable denim options. One example is the "Le One" collection, which is made from an innovative stretch fabric that adapts to different body shapes and is available in two sizes to optimize the fit and extend the lifespan of the jeans.

In addition, FRAME has introduced the “PURE” collection, which includes biodegradable denim models and reduces water consumption and the use of chemicals.

FRAME is known for its high-profile collaborations that combine fashion and lifestyle. Among its notable partnerships is the collaboration with the legendary Ritz Paris, which resulted in luxurious pieces made from exquisite materials.

Another significant collaboration is with renowned stylist Ilona Hamer, who designed a capsule collection inspired by her personal style.

In 2024, FRAME launched a limited-edition denim collection in collaboration with the fashion house Carolina Herrera, combining classic elegance with modern denim design. The collection includes tailored denim jackets, corset skirts, and balloon skirts in bold colors such as Herrera red and marigold.

Most recently, their collaboration with TikTok influencer Alix Earle caused a stir. Together they developed "The Alix" jeans, a modern interpretation of skinny jeans that combines style and comfort. A portion of the proceeds is donated to Habitat for Humanity to support rebuilding projects in California.