Launched in 2012, FRAME grew out of cofounders Jens Grede and Erik Torstensson’s search for the perfect shade of blue jeans. A focus on color, fabric, and fit remains a signature of the brand, which first gained popularity among models and fashion insiders for its limited-edition styles. Rooted in both L.A. and London, the label found a niche in a crowded denim market with its fresh mix of West Coast ease and sleek European sensibility.

Launched in 2012, FRAME grew out of cofounders Jens Grede and Erik Torstensson’s search for the perfect shade of blue jeans. Color, fabric, and fit remain a focus of the brand, which gained popularity among fashion insiders for its fresh mix of West Coast ease and sleek European sensibility.