Frame Denim has appointed Nico Nico Peyrache design director and partner. Based in L.A. with the rest of the manufacturing and design teams, he will be responsible for the entire Frame collection and report to Frame founder Jens Grede. The designer has been on the job since the beginning of this month.
Most recently, Peyrache was vice president of denim design retail and wholesale for men and women at Lucky Brand and, prior to that, was design director of Blue Cult, a Californian premium denim brand. “For me, Frame is a chance to return to a high-end, sophisticated brand,” Peyrache told WWD. “My knowledge fabrication, manufacturing, washing and design, after 23 years of working with denim, will help take the brand to the next level.”
That next level will include silk shirts and tees, set to be presented to buyers in November, followed by men’s wear next fall. Grede confirmed that the brand would expand into further categories, including eyewear and accessories, but declined to comment on a timeframe for the growth. “The best thing about being our own company with no outside investment is that we can do it all in our own time,” he said. “Our approach is to do one category at a time brilliantly well before we move on to the next thing.”
Speaking of Peyrache’s appointment, Grede said that the time was right to bring in an expert. “To become better, we needed deeper and broader experience. Frame is going from a passion project into a real business,” he said.
The brand, which currently sells just three fits of jeans — a skinny leg, a boyfriend cut and a slim straight high-waist style — was launched in October 2012 by the founders of the Saturday Group here and is now stocked in over 200 doors, including Net-a-Porter, Saks, Barneys and Isetan.