Judging by the label’s huge success, it’s hard to believe that Frame Denim cofounders Jens Grede and Erik Torstensson were only looking to find the “perfect blue.”
“We don’t just want to be a denim brand,” said Torstensson at the spring presentation. “For us it was always about chic essentials and creating a complete lifestyle brand in sportswear.” It was the duo’s fifth show and their second time venturing beyond denim. “We believe in moving quickly,” he added.
The straight-forward spring lineup, however, didn’t really break any new ground. It included swim and some beachy canvas bags in addition to full head-to-toe looks. The duo imagined an American girl in the late Seventies going to Europe and traipsing around the Riviera. What would she wear? Buttoned blouses with neck scarves atop blue denim shorts, nautical-striped tops with white denim skirts, khaki belted capris, suede jackets over yellow bikini bottoms and, of course, boyfriend jeans.