Frame Denim

A Profile of the Designer Denim Brand

model wearing Fram Denim
Kristin Sinclair/Getty Images 

Frame Denim was founded in 2012 by Jens Grede and Erik Torstensson, two London-based Swedes who previously created and led Saturday London, a global fashion advertising business. The company is based in Venice Beach and Los Angeles, California, where the jeans are designed, cut and produced, with responsibilities split between the two offices in West Hollywood and a Shoreditch, London office. Frame Denim jeans are sold internationally at major online fashion retailers and brick-and-mortar department stores including Saks, Barneys, and Nordstrom.

History of the Frame Denim Brand

Frame Denim's Swedish-born founders, Erik Torstensson and Jens Grede, had a successful track record in the fashion industry before launching their own denim line. Torstensson attended the prestigious Swedish Berghs School of Communication, while Grede worked at a hip, independent fashion magazine. After meeting and becoming friends, in 2003 they co-founded a fashion advertising company called Saturday London and led it to international success, creating campaigns for clients including Calvin Klein, Balenciaga, Tory Burch and H&M.

Frame Denim was born from Tortensson and Grede's desire to create "the perfect pair of jeans", by bringing together the quality and heritage of Los Angeles denim manufacturing, with the influence of a London style, cut and fit. The pair wanted to design jeans with integrity and a sense of emotion, to combat the "corporate jeans" culture they felt was taking over the designer denim market.

Moving to Los Angeles, the spiritual home of jeans, in 2012 Tortensson and Grede launched Frame Denim. Their debut jean was called the "Le Skinny", a soft, stretch denim skinny jean with a laser-sharp cut that held its shape perfectly with wear.

Subsequent seasons saw the expansion of Frame Denim into a full ready-to-wear brand, embodying the founders' minimalist aesthetic ideal and high fashion sensibility. The label also launched a collection with fashion model Karlie Kloss for "supermodel proportioned" people (aka tall jeans), with a 40-inch inseam that could be altered to the preferred length.

Today, in addition to Le Skinny de Jeanne (which remains its most popular fit), Frame Denim offers a high-waisted skinny jeans, high-waisted straight leg jeans, flare jeans, bootcuts, overalls and denim jackets. It has also extended its collection to include men's jeans and denim clothing.

The Look of Frame Denim

People who buy Frame Denim love the brand for its body contouring cuts, rich washes ,and high-quality contrast stitching. The high-quality denim used to create Frame jeans is a soft blend of cotton/elastane/polyester that stretches well and holds its shape through wear. The jeans have a stylish, minimal look that's very modern and cool. They are available in a variety of cuts, including distressed versions, and in washes that range from deep indigo to washed-out blues.

Many women especially value Frame Denim for the way the back pockets are designed with a slight curve and ingenious stitching, to shape and enhance the behind.

Karlie Kloss Collaboration

Karlie Kloss was an early collaborator with Frame Denim, working with the designer team to create her FRAME Denim Forever Karlie jeans collaboration, designed to flatter very tall, slender (in other words, supermodel) bodies. In addition to having a super-long, 40-inch inseam, the jeans feature a raised waistband that won't expose your backside when you sit down. They were created in two fits, a classic skinny jean and a floor-grazing flare.

In 2015, Kloss and Frame worked together again to co-create the model's second Frame Denim Forever Karlie capsule collection. The new jeans are inspired by 1970s denim and feature a classic, flared silhouette and vintage finishes.

The brand continues to sell the Forever Karlie Flare, their fitted flare jeans style designed for taller women, which has become a staple of its denim collection.

Celebrity Fans

You'll see celebrities wearing Frame Denim jeans at red carpet events all over the world, but they're especially favored by stars in Los Angeles, which the founders say is a constant inspiration to their way of imagining fashion.

Stylish celebrities who wear Frame Denim (besides Karlie Kloss) include Gigi Hadid, Khloe Kardashian, Cara Delavigne, Chrissy Teigen, Taylor Swift, Miranda Kerr, Amanda Seyfried, Sienna Miller and Rosie Huntington-Whitely.

Where to Buy

You can shop the Frame Denim website for jeans and denim separates, as well as major online fashion portals such as Amazon Fashion, Net-a-Porter, ShopBop, and ShopStyle. Frame Denim can also be purchased at major retailers in cities around the world, including Saks, Barneys, and Nordstrom.

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