FRAME’S GUY: Frame’s founders Jens Grede and Erik Torstensson steered clear of the young Hollywood route when selecting a star for their first men’s celebrity campaign.
“We were sitting in Los Angeles and discussing who is the man we would like to be,” Torstensson said. “Matt Dillon has been a stylish person for so many years. He has great integrity and he’s lived a life that we wouldn’t have minded living.”
The campaign, which was shot by Torstensson, features Dillon casually straddling a wooden chair. It will run on Frame-Denim.com and the brand’s social media platforms beginning July 1.
According to Grede, the campaign marks a bigger push into men’s wear. Frame, which was launched in 2012 with women’s, introduced a men’s collection — one style available in 11 washes — in 2014. It’s currently sold at Barneys New York, Mr Porter and Nordstrom and retails for $200 to $220. For spring 2016, Frame will expand the men’s collection to include denim jackets, shirts, cashmere sweaters and T-shirts.
“The Frame fans like that we do one thing at a time,” Grede said. “We are starting to build a basic wardrobe, but obviously our vision is to create a full lifestyle collection.”