In 2016, Jens Grede and Erik Torstensson launched FRAME, a premium denim company with the intent of creating a brand on the back of a single pair of jeans. Through their strategy and superior product, the Los Angeles based brand is now expected to top $400 million in sales this year.
Prior to FRAME, Jens and Erik ran a creative agency called Saturday where the duo created and were the masterminds behind notable projects such as Mr. Porter, Justin Bieber x Calvin Klein and Beyonce x H&M.
FRAME now operates 10 stand alone stores with another 10 set to open in 2020. The denim is also sold through more than 3,000 accounts throughout the world including Nordstrom, Neiman Marcus and SAKS and boasts an endless list of celebrity endorsements.
Today, Jen shares his path to building FRAME and the lessons he’s learned along the way. He also reveals what he thinks is the sixth sense of shoppers.
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“It really went from idea to being in New York selling the line.” – Jens Grede
“When we started FRAME, there was definitely no master plan.” – Jens Grede