Frame Denim hasn’t been purely a denim label in a while. For several seasons, Jens Grede and Erik Torstensson have been developing what they consider to be the four pillars of the brand — knits, leather and shirting, in addition to denim — with fall as the most ambitious display of the assortment yet. Within each category there was a trend item, such as cropped flared jeans to replace the skinny denim overalls of last year; lean leather jackets and belted leather minis, and feminine tie-neck blouses. “We don’t define ourselves as a contemporary brand,” said Grede, yet they ramped up their fashion quotient — perhaps forcing it a bit — with Sixties and Seventies rocker styles, such as black velvet tuxedo jackets, a dramatic black wool cape and a navy peacoat.
The collection isn’t the only thing expanding. Grede and Tortensson are opening two stores — Melrose Place in Los Angeles and Greene Street in SoHo — and launching e-commerce this year.