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LONDON — Jens Grede and Erik Torstensson, the founders of the Saturday Group here, already have a p.r. agency, a magazine, a fashion sales agency, a digital agency and a talent agency among their portfolio of companies.
This story first appeared in the October 3, 2012 issue of WWD. Subscribe Today.
For their next creative foray, the Swedish duo has channeled their style know-how into fashioning a clothing brand of their own. In November, the duo will launch a denim brand for women called Frame, which has been designed to offer women “the ultimate fit.”
“Here’s the thing: We’ve always loved denim — my first job was at Levi’s when I was 18,” said Torstensson, referring to a job he had shooting street-style shots for the brand. “We have all these companies, and we help all these brands, [but] we wanted to do something creative that was commercially viable and luxuriously packaged,” said Torstensson of his decision to launch the line. “We need to keep ourselves excited.”
The 19-piece collection of jeans Grede and Torstensson have designed are all based around four skinny-leg shapes with a midrise. As Torstensson noted, “We don’t like builders’ bums,” a cheeky British term that refers to the flesh that shows when low-rise jeans ride down the back. Washes include a deep indigo and sandblasted blue, and colors from mustard to deep green through to washed-out gray. The collection ranges in price from $170 to $200, and the jeans all come packaged in a heavyweight box.
Torstensson said the label’s fits were also inspired by stylish women such as Lara Stone and blogger Elin Kling. Model Maryna Linchuk appears in the brand’s campaign images, shot by Torstensson.
And acknowledging that they don’t have a designer background, Torstensson and Grede worked with Josh LeVine, who was formerly creative services director of Lucky Brand, to advise on fits, fabrics and washes, and to handle sales and production for the line. The collection will be produced in Los Angeles, where Torstensson said the best denim wash-houses and premium denim experts are located.
Frame will launch in November at Net-a-porter online, alongside Barneys New York, Fred Segal and Scoop NYC in the U.S. and Matches and Liberty in London. The pair are in Paris this week to sell the label’s spring collection. For that season, the duo has added a style called the Weekender, a hybrid of a boyfriend fit and straight-leg jean, along with a pair of high-waisted shorts.