We caught up with designers Jens and Erik of the new denim brand, FRAME, that already have a huge cult following. They have already been spotted on some of the best legs in the business including Miranda Kerr, Cara Delevingne, Anja Rubik and Lara Stone. Those are just the models. Blogger Elin Kling, actress January Jones as well as many others are also huge fans of theirs. You can see how they got their start, how the name came about and more below.
DB: How did you get your start?
FRAME: We worked at fashion magazines – met at Wallpaper in our early 20’s and 2 years later set up our own agency for fashion, called Saturday. It has since grown into a group of companies, spanning all elements of the fashion industry – advertising, digital, PR, talent, distribution and more
DB: What made you decide to start your own line?
FRAME: Love denim, always have. Erik’s first job at 18 was for Levi’s and since, has always had a fascination. We have both been in fashion for so long, and having worked with some of the most amazing brands and designers in the world, it comes a time, when you want to try it for yourself. It started as a fun project, and has become really serious. It felt so natural. It is our passion.
DB: How did you come up with the name FRAME?
FRAME: We are thinking about the physical FRAME and also how we relate to denim, as being the FRAME to your look, more so than the main event.
DB: What can we expect in this new line?
FRAME: Great quality and great fits, clean aesthetic and always fashion! We have a discreet edge. Without getting technical, we also put a lot of money back in to the product, and that is what people are responding too. We have many girls buying 3-4 pairs a go, because they become hooked.
DB: What was your inspiration for this season?
FRAME: A sense of french chicness absolutely. Denim to dress up, even when it is really distressed, we do it with taste.
DB: I noticed that you guys are very into minimal detailing. What made you choose a simple “F” stitched at the outseam opposed to something on the back pocket?
FRAME: We love everything chic. We don’t want anything on our own back pocket, so we don’t want anything on hers. The shape is more important than branding.
DB: What are your favorite style(s) from this season?
FRAME: Le Skinny de Jeanne.
DB: How many pairs of jeans do you own? And which is your go-to?
FRAME: Too many to count, but only wear a few. FRAME doesn’t do men yet, so Erik wears Dior and I wear Acne, both religiously.
DB: Who can we expect to carry Frame?
FRAME: This season you will find FRAME at Barneys, Net-A-Porter, Fred Segal and Shopbop among many others. Starting in May you will find us in selected Nordstrom and other landmark retailers like Selfridges.
-See who is wearing FRAME below.
