While it may seem that Frame Denim has had something of a meteoric rise in the fashion industry since launching in November of 2012 -- it's the go-to label for industry insiders like Laura Brown and Karlie Kloss (with whom the brand collaborated on a line of long-legged jeans) -- the company is actually a study in organic growth and restraint.
So when founders Jens Grede and Erik Torstensson add something new to the line, you can be sure it's good. For fall, Frame is introducing shirts, both cotton tees and silk button-downs, to its core mix of cool-girl denim.
"We felt we wanted to complete the picture, very much based around the women around us and how she looks, so the shirt was just so natural," Grede tells Fashionista.
"We realized, when we were taking pictures, we have the idea of how she looks and what her essentials are in a top, so we needed to develop that," Torstensson adds. "It sounds so not strategic, maybe, but it's very gut-feel."
That gut feeling led to a long process dedicated to getting the final product up to Frame standards -- totally worth it, according to Grede. "We want it to be accessible, so when we looked at shirts, it was: we want to make it in Los Angeles, we want it to be the right quality, and we want it to be the right price," he says. "That takes time, sometimes, to do it right and to do it within the values that you have."
In addition to the shirts, the duo has also expanded the denim, with a "back in black"-inspired feel. "The whole collection is much more sophisticated this season, and I think that's a reflection of our world and who's around us," Grede says. "Black is the uniform of our lives, the uniform of the women we admire. And it felt very natural to go from a blue, clean canvas into sophistication, using denim as a base but elevating it."
That elevation includes implementing gold zippers as embellishment, playing around with pocket size and introducing a slim overall in black denim.
Both founders expressed certainty that Frame would continue to expand its offerings, but wouldn't commit to specifics. "In the future, there will be other stuff, but when we're ready, when we like it, when we feel we can do something good at the right price point with the right execution -- but there's no master plan," Torstensson says. "We want to create chic essentials for a certain type of woman, the woman that surrounds us."
"We've taken our time and I think we're starting to find our voice," Grede says in agreement.
Photos: Courtesy Adrian Mesko