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The young Californian denim label Frame was founded in 2012 by two Swedish friends, Jens Grede and Erik Torstensson. The Frame denim label is headquartered in Los Angeles, California. Frame's fashion frames the female figure and creates a stylish silhouette. The vision of the two designers was to create the perfect pair of jeans, combining timeless design and high quality standards. Jens and Erik started their first project for Frame Denim in Venice with the aim of creating the perfect skinny jeans. What began as a fun project developed into a passion and was immediately successful.
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FRAME: Timeless Fashion with a Modern Approach
FRAME represents modern, luxurious, and versatile clothing, characterized by distinctive denim 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. Numerous well-known actors and supermodels still can't imagine life without FRAME's fashion.
The Passion for Creating Timeless Jeans
The Californian denim label FRAME was founded in 2012 by Swedish friends Jens Grede and Erik Torstensson. The company's headquarters are located in Los Angeles, California. The name "FRAME" symbolizes the human body, which FRAME's clothing frames and showcases. The designers' vision was to create the perfect pair of jeans that combines timeless design with high quality. Their first project began in Venice with the goal of designing the ideal skinny jeans—a venture that quickly led to success and transformed a fun project into a passion.
Timeless Jeans with French Elegance
The founders draw inspiration for their fashion from French style icons of the 1970s and London street style. The collections are distinguished by the use of high-quality materials such as denim, cotton, leather, and fine cashmere.
Jeans for Every Style and Sustainable Comfort
Whether it's skinny jeans, high straight, high flare, or boyfriend jeans: at FRAME, everyone finds the perfect pair. The classic FRAME look impresses with simple and clear cuts, complemented by subtle details. FRAME's fashion is characterized by great sustainability—wearers should feel comfortable not just for one season, but for a lifetime. Each pair of jeans has something special and becomes an absolute favorite piece.
The Perfect Jeans
The designers' favorite pieces are the "Le Skinny de Jeanne" and the "Le Garçon" jeans—relaxed yet sexy, the perfect pants for curious, confident women. Notably, there's no large logo on the back pocket; for the designers, it's not about the brand but about the wearers feeling comfortable. FRAME has influenced the fashion industry in denim wear through sustainable materials, high quality, and comfortable wear.
Sustainability and Innovation
FRAME is increasingly committed to sustainable practices. The brand uses eco-friendly materials, including recycled fabrics and biodegradable denim options. An example is the "Le One" collection, made from an innovative stretch fabric that adapts to various body shapes and is available in two sizes to optimize fit and extend the jeans' lifespan.
Additionally, FRAME has introduced the "PURE" collection, which includes biodegradable denim models and reduces water consumption as well as the use of chemicals.
Exclusive Collaborations
FRAME is known for its high-profile collaborations that blend fashion and lifestyle. Notable partnerships include the collaboration with the legendary Ritz Paris, resulting in luxurious pieces made from fine 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 denim collection in collaboration with 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 like Herrera Red and Marigold.
Most recently, the collaboration with TikTok influencer Alix Earle garnered attention. 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.