The market looks to be wholly saturated yet somehow the search for the perfect pair of jeans continues.
Whether this is a quest to find a magic pair which morphs body shapes or to simply find denim proportions which perfectly mirror one’s own, the Holy Grail appears to remain untapped territory.
With transatlantic influences, the Swedish, London-based entrepreneurial founders Jens Grede and Erik Torstensson set out to manufacture the perfect pair of jeans encapsulating LA’s denim manufacturing heritage whilst infusing a London aesthetic. With technological and historical denim know-how from US denim label Lucky Brand, FRAME Denim Established in 2012 and launched a small – but perfectly formed – collection in a handful of high-end retailers on both continents. The launch was well received amidst celebrities and mortals alike. Kate Reardon, editor in chief of Tatler tweeted the jeans were so timeless and cool they were ‘kind of like the unicorn of denim.’
Already renowned in the fashion, entertainment and marketing realm, the multi-achieving co-creators previously realised innovative fashion marketing company The Saturday Group; ‘…a creative agency offering advertising, branding, digital and editorial consultancy for the fashion, luxury and media industries.’ The agency currently builds branding strategies for luxury names such as Mr Porter and Smythson to High Street brands H&M and COS.
Adding another string to their bow, Grede and Torstensson also established fashion magazine ‘Industrie’ in 2010 which aims to side-step pedestrian trend reporting to analyse the culture and influencers of fashion, taking a behind-the-scenes, intelligent view of the fashion world. Assuming an insider’s voice, the magazine aims to showcase the business and creative side of fashion and provides an antithesis to mainstream fashion communications which often have their edges smoothed to ensure widespread circulation.
Technology is woven into the jeans, ensuring fit, form and comfort are key. The jeans have a power stretch component meaning it is possible to buy a size down; ‘The recall technology of the fabric holds the figure in providing a ‘slimming’ effect through the hips and legs and an ‘uplifting’ effect on the backside.’ Despite these sculpting benefits, the jeans come in a signature single super-skinny shape, perhaps alienating those who seek a more forgiving denim cut. However in an already flooded market it may be a worthier strategy to stick to one concept and do a really great job rather than trying to be all things to all people.
Already accumulating a cult following, the brand may have found its niche.