Frame founders Jens Grede and Erik Torstensson are moving right along, with an expanded and evolved collection. And while they don’t feel any inclination to abandon that skinny jean, which made them a hot resource fast, they seem tapped into exactly what their fans — and 2,000 retailers worldwide — will want. “We have one foot set firmly in the Seventies, while the other does more with trends,” Torstensson explained. “We want to give our customer what she comes to Frame for; over time, it becomes a wardrobe,” Grede added. For fall, leather has become more important — a terrific, midcalf trenchcoat, a cool biker jacket. Recently, the team found that their velvet sportswear was becoming popular, so they added more of a silk-viscose-nylon version for crisply tailored blazers over matching jeans. The newest of these was in a rich, Persian-carpet print. One of the best additions to Frame’s repertoire were the charming, feminine blouses — ruffle-edged in black silk or given a high frilly collar in white cotton.
While fashion is the focus for women’s wear, Torstensson said the men’s collection is about style. For fall, they aimed to provide the Frame customer with basic pieces that are surprisingly hard to find, he noted. Denim, which comes in three silhouettes — skinny, straight and relaxed — is always the starting point and the designers have layered on suede jackets, peacoats and knits in a neutral palette. Torstensson said this is the first time they’ve done a full-fledged men’s assortment and the goal was to create a foundation of pieces to build upon, season after season. Goal achieved.
In June, Frame will open its own store in SoHo, underscoring the co-founders’ confidence in their customers and their brand.