By  on January 3, 2019

It all started with a pair of blue jeans in 2012, but Frame hit its first pop cultural milestone in 2015 when the Le High Flare Stretch Denim Overall appeared on “It” girls Kate Bosworth, Lily Aldridge, Alessandra Ambrosio and Poppy Delevingne all spring. It’s telling of the brand’s evolution that its most-photographed item in 2018 wasn’t denim but a $2,495 black leather trenchcoat beloved by models Kaia Gerber, Kendall Jenner and Gigi Hadid.

But then again, Frame cofounders Jens Grede and Erik Torstensson know a thing or two about branding and image. As the founders of fashion and entertainment marketing firm Saturday Group, creative agency Wednesday and magazines Man About Town and Industrie, they honed their aesthetic long before creating product for Frame.

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