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Erik Torstensson: 5 Facts About the FRAME Co-Founder

When you think of effortlessly chic, perfectly fitting denim, the brand FRAME likely comes to mind. But who is the visionary behind this global fashion powerhouse? Meet Erik Torstensson, the Swedish entrepreneur, creative director, and photographer who, alongside Jens Grede, transformed the landscape of modern wardrobes. While his name is synonymous with FRAME, there’s much more to his story. From his roots in creative advertising to his eye for photography, Torstensson is a multi-talented force in the fashion industry.

Let’s dive into five essential facts that illuminate the career and influence of Erik Torstensson, a man who has mastered the art of building a brand that feels both timeless and completely of the moment.

1. He Co-Founded Creative Powerhouse Saturday Group Before FRAME

Long before FRAME became a household name for denim lovers, Erik Torstensson was already a major player in the fashion and branding world. In 2003, he and his business partner, Jens Grede, founded the Saturday Group. This multi-platform creative agency quickly became a go-to for luxury brands seeking a fresh, modern edge.

Saturday Group wasn’t just a traditional ad agency; it was a full-service creative powerhouse, managing everything from brand strategy and advertising campaigns to digital content and media publishing. They were the masterminds behind magazines like Man About Town and Industrie, which further cemented their reputation as industry tastemakers. Their client list was a who’s who of fashion, including heavyweights like Calvin Klein, H&M, and Tory Burch. This experience gave Torstensson an unparalleled understanding of what it takes to build a desirable, enduring brand from the ground up.

His work at Saturday Group provided the perfect foundation for his next venture. It was here that he honed his skills in visual storytelling and learned the intricate dance of commerce and creativity that defines a successful fashion label.

2. The FRAME Philosophy Was Born from a Simple Idea

In 2012, after years of advising other brands, Erik Torstensson and Jens Grede decided to create their own. The idea for FRAME was born from a desire to create the perfect pair of jeans. They saw a gap in the market for a brand that blended the quality and heritage of Los Angeles denim manufacturing with a distinctly European, chic aesthetic.

The mission was clear: create essentials for the modern woman’s wardrobe. They started with one key piece, the “Le Skinny de Jeanne” jean, and focused obsessively on fit and fabric. Torstensson’s vision was to create “the perfect pair of jeans” by merging the style sensibilities of London and Paris with the casual cool of L.A. The result was an instant hit.

Supermodels and style icons were immediately drawn to FRAME’s flattering silhouettes and sophisticated wash. The brand quickly expanded beyond denim to include a full range of ready-to-wear essentials like silk blouses, leather jackets, and cashmere sweaters. The core philosophy, however, remains the same: to provide foundational pieces for a versatile and stylish “dressed-up casual” look.

3. He’s an Accomplished Photographer

Beyond his role as a co-founder and creative director, Erik Torstensson is also a highly respected photographer. His keen eye for composition, light, and capturing a mood is not just a hobby; it’s an integral part of FRAME’s brand identity. From the very beginning, he has often been the man behind the camera for the brand’s iconic advertising campaigns.

Shooting his own campaigns allows Torstensson to maintain complete creative control and ensure the visual language of the brand is perfectly aligned with his vision. His photographic style is clean, intimate, and powerful, often featuring top models like Gisele Bündchen, Karlie Kloss, and Imaan Hammam. By photographing the campaigns himself, he brings an insider’s perspective, capturing the essence of the FRAME woman—confident, sophisticated, and effortlessly cool.

This dual role as both designer and photographer gives him a unique advantage. He understands the clothing not just as a product but as part of a larger narrative, and he uses his camera to tell that story with authenticity and impact.

4. He’s One Half of a Fashion Power Couple

Erik Torstensson’s influence extends into his personal life. He is married to Dame Natalie Massenet, the visionary founder of the luxury e-commerce giant, Net-a-Porter. Together, they are one of the most influential and dynamic power couples in the global fashion industry. Their combined expertise covers nearly every facet of the business, from digital retail and branding to design and creative direction.

Their relationship is a partnership in every sense of the word, built on a shared passion for fashion and business. They often consult each other on professional matters, leveraging their complementary skills. Massenet’s pioneering work in luxury e-commerce and Torstensson’s mastery of brand building create a formidable synergy.

Their union represents the convergence of old-guard luxury and new-guard digital innovation, making them a source of fascination and inspiration within the industry and beyond. They are a testament to the power of shared vision and mutual support.

5. The Brand’s Aesthetic is a Direct Reflection of His Own Style

If you want to understand the DNA of FRAME, you need only look at the personal style of Erik Torstensson himself. His Swedish roots are evident in his minimalist, clean, and functional approach to dressing. He favors a uniform of well-made essentials: a perfect t-shirt, a tailored blazer, impeccably fitting jeans, and classic leather boots.

This “less is more” philosophy is the bedrock of FRAME. The brand isn’t about chasing fleeting trends; it’s about investing in high-quality, versatile pieces that form the foundation of a timeless wardrobe. Torstensson believes in creating clothes that people will want to wear for years, not just for a season. This commitment to quality and enduring style is a direct extension of his own sartorial values.

He often speaks about designing for a “real” wardrobe, creating pieces that seamlessly integrate into a person’s life. This focus on practical luxury and understated elegance is what has given FRAME its lasting appeal and made Erik Torstensson a defining voice in modern fashion. Interested in more style insights? Check out our article on building the perfect capsule wardrobe.

Conclusion: The Man Behind the FRAME

Erik Torstensson is far more than just a co-founder; he is the creative heartbeat of FRAME. His journey from a top-tier creative director to a celebrated photographer and brand-builder reveals a deep, holistic understanding of the fashion industry. By blending his Scandinavian heritage with a global perspective, he has created a brand that speaks to a modern desire for quality, style, and authenticity. His story is a masterclass in how a clear vision and an unwavering commitment to excellence can shape the way we dress.

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