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E-Concierge

FRAME LANDS AT SANTA EULALIA: INTERVIEW WITH THE BRAND'S CO-FOUNDERS AND CREATIVE DIRECTORS


On the occasion of FRAME’S new pop-up launching at Santa Eulalia, we had the chance to talk with Grede and Torstensson about the brand, it’s history and what’s in the near future for it

Frame Denim Barcelona

With a successful track record in the fashion advertising industry and experience in the fields of public relations, art direction, talent brokering and brand management, Jens Grede and Erik Torstensson are a true creative power-couple.

In 2012 they decided to create “the perfect pair of jeans” and founded FRAME. Their debut jean was called “Le Skinny”, and since then, the brand has expanded into a full ready-to-wear brand, including men’s jeans and denim clothing.

 

Interview with Jens Grede and Erik Torstensson, Co-Founders and Creative Directors of FRAME

The industry of denim is one for which many brands have bet. How or when do you decide to take the plunge into this work?

At the time of FRAME’s launch, we owned an advertising agency working with the likes of Calvin Klein, Moncler and Louis Vuitton. We spent years building brands for clients and then over time we felt ready and excited to explore the idea of our own brand.

When you started this project, what were some of the main obstacles you had to overcome in the road to your current success?

FRAME really was a passion project at first, a physical manifestation of our aesthetic. Creative and vision were already there, it was the logistics of running a brand that was a new challenge for us.

Every brand has its core values, those that define their spirit. What are the FRAME values?

Establishing from the start and maintaining a brand’s core values is most definitely vital to its success, particularly if you want a loyal following of customers – shoppers that feel they are a part of something bigger than just clothes. At FRAME we offer a view of 70s Paris, through an American lens.

What would you say are the keys to the success of FRAME?

Maintaining a strong ethos, message, and vision. We knew who our FRAME woman was from the offset, and we continue to grow with her – offering her everything she needs for her everyday wardrobe – from denim, velvet blazers, luxury handbags.

Sustainability is a critical issue in fashion right now, especially knowing the high impact it has on the environment. We know that FRAME is facing the near future with ambitious plans regarding this issue, could you tell us more about this?

Moving forward sustainably is something we are focusing our efforts on and have been for some time. We are making alterations across the board from production and design to our office practices. Changing the way a brand functions is a gradual process. Earlier in the Fall, we launched our Sustainable Cashmere; beautiful quality sweaters made from recycled cashmere, re-spun to create new pieces. This was followed by the launch of our Sustainable denim where we reimagined our most loved styles with eco-minded raw materials, like organic cotton and recycled polyester made from post-consumer water bottles. We’re incredibly proud of these projects and are exciting for more to come this year.

With so many styles and trends coming and going, what would you say is the ultimate FRAME style?

We try to stick to pieces with a timeless aesthetic. A leather jacket that will look even better in ten years. Luxury and quality mean no throw-away fashion. We frequently look to the ’70s for our inspiration – a decade so chic and effortless in its style, with icons such as Francoise Hardy and Jane Birkin influencing the feel of our collections.

And to finish this interview, could you share with us one special or memorable moment during the history of FRAME?

Over the past 6 years, there have been countless memorable moments and milestones! Our first week of sales, our very first piece of coverage, the launch of new clothing categories outside of denim, launching our e-commerce platform, opening our first store - to now having 10 stores in North America. Expanding our London, New York, and LA offices as the company have grown from 10 to over 100 employees. It has all been such an exciting journey, with many more milestones to come.