Ten years after inception, the fast-growing premium jeans maker, is betting on the power of the runway.⁠⁠Frame, the prem…

Ten years after inception, the fast-growing premium jeans maker, is betting on the power of the runway.⁠⁠Frame, the premium denim venture that Erik Torstensson started with Jens Grede in 2012, when consumers were more interested in Lululemon leggings than jeans, not only succeeded but thrived, becoming a lifestyle brand rooted in denim, rather than a denim brand with nothing else to say.⁠⁠Now, co-founder and creative director Erik Torstensson wants fashion credibility, and he’s hired a yet-to-be-named designer — a heavyweight from Europe, he says — to give the collections a real identity in 2023. There are plans to stage a runway show.⁠⁠Can Torstensson and CEO Nicolas Dreyfus go where no denim brand has convincingly gone before — out of Los Angeles, no less?⁠⁠Read the full story by Lauren Sherman on BoF. [Link in bio]⁠⁠✍️ ⁠📷️

(SOURCE) https://www.instagram.com/p/Cn13HUIOoY5

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