Meet the brains behind fashion’s hottest denim brand
Article by Victoria Moss via: www.telegraph.co.uk
The Frame Denim brand may be only three years old but already it has established itself as a cult. Frame jeans are now sold in 650 retailers worldwide, reported sales for its third year are around £30 million and it will open its first store in LA at the end of the year. This will house the complete line, which now includes T-shirts, cashmere jumpers, silk blouses, leather trousers, suede jackets and skirts. Frame launched menswear a year ago. It has been ‘an insane journey’, says Jens Grede, a 37-year-old Swede who, along with his business partner Erik Torstensson, also 37, is the brains behind the label.
They describe how Frame Denim started out as a passion project, a sideline to their day jobs – when you learn the Swedish duo are behind a highly successful creative and marketing agency, and have worked with the likes of Kurt Geiger, Dior, H&M and Calvin Klein, the story starts to make more sense. They were responsible for the launch of the menswear arm of Net-a-Porter, Mr Porter, in 2011.
With a run of ‘about 2,000 pairs’, they started giving them away to famous friends with usefully large numbers of followers on Instagram, such as the supermodels Lara Stone (‘She was the first ever one, I think, to say thank you’) and Miranda Kerr. With likes and recommendations flowing through social media, demand grew. The jeans were snapped up by a few key retailers including Net-a-Porter. (Torstensson and the Net-a-Porter founder and executive chairman Natalie Massenet started dating in 2011 and they now live together with her two daughters from a previous marriage.)
But this isn’t only a celebrity-friends success story. You don’t get 650 retailers to stock you without having made a product that works. While the company has expanded its range, it has stuck to the core of what it originally offered: highly tuned basics. The cut is spot on. Even if you’re not a supermodel, Frame’s mid-rise styles sit at the most flattering part of your hips, and have just the right amount of stretch so that they retain their shape and don’t sag at the knee after wear.
On the back of the model gifting, the extra-long-legged Forever Karliejean was conceived with the supermodel Karlie Kloss. ‘We wanted her to wear the stuff, but she said she was too tall, and that we would have to make her a specific pair,’ Torstensson says. It wasn’t about ‘having a name’ but about creating jeans that their leggy pal could wear, which helpfully caught on with her similarly leggy fans who unbeknown to Frame (or any other denim brands, seemingly) had been crying out for a pair of jeans to fit them. ‘On social media they were, like, hallelujah, finally something for me; it’s not only models that are tall in this world,’ Torstensson says.
The pair flick through celebrity shoots in Man About Town, and the visual narrative is the same. They joke they could reissue these pictures as an ad campaign. The point is, they have always done the same thing, with the same point of view, only in different iterations – and when they do what they do, invariably, it succeeds. If there is such a thing as the Midas touch, they have rebranded it, in denim.
To read the full story visit: http://www.telegraph.co.uk/fashion/brands/how-frame-denim-became-a-household-name/
23.06.15 | Ecod Shop | News