Frame news and archive

Frame opens second London store in Marylebone Village

Californian luxury fashion brand Frame has opened its second London store with a new retail design concept envisioned as a gallery. Located at 94 Marylebone High Street, Frame’s new London flagship features a retail concept conceived by co-founder and creative director Erik Torstensson that utilises AI in the design and development process....

Fashion

Frame launches collaboration with stylist Julia Sarr-Jamois

Frame, an American lifestyle brand, has partnered with Julia Sarr-Jamois, the Fashion Director, Stylist and Consultant at British Vogue. As fashion houses seek new ways to launch activations and generate interest in their collections, collaborations with artists, homeware businesses, and brand hacks have become increasingly common. Together, Ms...

Retail |In Pictures

Frame opens first London store

Los Angeles-based luxury lifestyle brand Frame has opened its first retail store in the UK in South Kensington, London. The opening marks Frame’s fifteenth retail location, adding to its stores in New York, Boston, San Francisco, and Dallas. The London store will act as the brand’s first European flagship. Located on Draycott Avenue, within the...

Fashion

Frame launches denim collection made using virtually no water

American denim brand Frame has launched a new sustainable collection called ‘Pure’ that features washes that use virtually no water in their production, as part of its ongoing commitment to sustainable and responsible practices. The 10-piece Pure denim collection has been produced with Saitex USA, said to be one of the cleanest denim...

Fashion Featured

Denim trends: The rise of circular denim

More and more eco-conscious innovations are seeing the light of day and the circular economy is surely one of them. The fashion industry is used to a linear production, which by definition ends with garments in landfills. But many shifts have occurred over the last few years to offer a more sustainable and ethical approach to a product’s life....

Fashion

Frame launches (Bio) Degradable denim collections

Premium American denim brand Frame has launched (Bio) Degradable jeans in partnership with Milan-based and family-run Candiani made from 100 percent cotton that is 100 percent biodegradable. The (Bio) Degradable denim collections for both menswear and womenswear features three innovative fabrics: Rigid 727, Comfort Stretch 785, and Super Stretch...

Business

Brama acquires Frame to expand its portfolio of American brands

Italian group Brama just added a new brand to its portfolio. The group, known for its American premium brands, has just added Frame for its EMEA market from its newest season. Frame was founded in 2012 in Los Angeles as a denim-based company. Combining Parisian roots with 1970's fashion nostalgia, the contemporary label produces ready-to-wear...

Retail

Frame launches international shipping

Frame, the fastest growing premium brand in the US, has launched international shipping to a host of countries including the UK, Canada, Australia, Japan and a number of European countries as part of its expansion plans. Founded by Jens Grede and Erik Torstensson in 2012, Frame quickly became known as the off-duty models favourite denim brand....

Fashion

Intu launches first nationwide TV campaign

Shopping centre operator Intu, which manages the Trafford Centre, Lakeside and the Manchester Andale centre, has launched its first fully integrated, through-the-line campaign, spearheaded by its first nationwide TV commercial. The festive TV ad will be aired across digital platforms and tailored for regional TV networks around the UK, as it...

Fashion

Whistles to launch sportswear range with Frame

High street fashion label Whistles is set to launch a capsule sportswear line this summer together with Frame, London-based fitness studio. Whistles revealed to FashionUnited that the collection is currently at the sampling stage of its production, but added that the finalized collection will be designed for "modern, energetic women." The...