Erik Torstensson: 5 Facts About the FRAME Co-Founder
Erik Torstensson: 5 Facts About the FRAME Co-Founder
In the world of contemporary fashion, few names carry the weight of creative vision and business acumen quite like Erik Torstensson. As the co-founder and creative director of the wildly successful denim and lifestyle brand FRAME, he has reshaped the landscape of everyday luxury. But beyond the perfectly crafted jeans and celebrity-endorsed campaigns lies a multi-talented entrepreneur whose journey is as compelling as the brand he built. From his early days in advertising to his work as a celebrated photographer, Torstensson is a modern-day renaissance man of style.
Ready to look behind the seams? We’re diving into five essential facts that illuminate the career and influence of Erik Torstensson, the creative force who helped put FRAME on the global fashion map.
1. He Co-Founded a Global Creative Agency Before FRAME
Long before FRAME became a household name for denim lovers, Erik Torstensson was already a major player in the branding and advertising world. Alongside his future FRAME business partner, Jens Grede, the Swedish duo founded the Saturday Group in London in the early 2000s. This wasn’t just any creative agency; it became a global powerhouse in fashion marketing and communications.
Saturday Group specialized in building and revitalizing brands from the ground up, offering everything from campaign creation and media strategy to digital content. They worked with some of the biggest names in the industry, including Calvin Klein, H&M, and Tory Burch. This experience gave Torstensson an invaluable education in what makes a brand resonate with consumers. He learned the art of storytelling, the importance of a strong visual identity, and the mechanics of the global fashion market.
This deep understanding of brand architecture provided the perfect foundation for launching his own venture. When it came time to create FRAME, Erik Torstensson wasn’t just a designer with an idea; he was a seasoned strategist who knew exactly how to build a brand with lasting appeal.
2. FRAME Was Born From a Single, Focused Mission
The origin story of FRAME is a masterclass in focused entrepreneurship. In 2012, while running their successful agency, Torstensson and Grede identified a gap in the market. They wanted to create the perfect pair of jeans. It sounds simple, but their vision was precise: to merge the quality and heritage of Los Angeles denim manufacturing with the effortlessly chic, tailored aesthetic of London style.
They weren’t trying to create a vast collection or follow fleeting trends. Their entire launch was built around one specific style: the “Le Skinny de Jeanne” jean. They obsessed over every detail—the fit, the fabric, the wash—to create a silhouette that was flattering, comfortable, and versatile. The goal was to create a pair of jeans that a woman could wear to feel confident and put-together, embodying a certain “French girl” cool.
This laser-focused approach paid off. The initial style was an instant hit, quickly gaining a cult following among models, editors, and influencers. By starting small and perfecting one thing, Erik Torstensson and his partner built a powerful foundation of quality and trust that allowed the FRAME brand to grow organically and authentically.
3. Erik Torstensson Is an Accomplished Photographer
One of the most defining aspects of Erik Torstensson’s career is his dual role as both a brand builder and a creator. He isn’t just the creative director of FRAME; he is often the man behind the camera, shooting the brand’s iconic campaigns. His passion for photography predates FRAME and has been a consistent thread throughout his professional life.
His photographic style is clean, intimate, and often shot in evocative black and white. It captures a sense of modern sensuality and strength that has become synonymous with the FRAME aesthetic. By photographing his own campaigns, Torstensson ensures that his original vision is translated directly and purely, without dilution. This creates an incredibly cohesive and powerful brand message, where the product and its marketing are born from the same creative mind.
He has shot some of the world’s most famous supermodels, including Gisele Bündchen, Karlie Kloss, and Lara Stone, for FRAME and other major publications. This unique skill set gives him a distinct advantage, allowing him to maintain complete creative control and craft a visual universe that is uniquely his own. It’s a rare combination of talents that has been critical to FRAME’s success.
4. He Is One-Half of a Fashion Power Couple
Influence in the fashion world often extends to personal connections, and Erik Torstensson’s long-term partnership with Dame Natalie Massenet solidifies his status as industry royalty. Massenet is the visionary founder of Net-a-Porter, the luxury e-commerce platform that revolutionized how people shop for high fashion. Her impact on the industry is immeasurable.
Together, Torstensson and Massenet are a formidable force, sharing an unparalleled understanding of fashion, media, and commerce. Their relationship is a partnership of two brilliant minds who have both disrupted and defined the modern fashion landscape. While they operate their primary businesses independently, their shared expertise and network undoubtedly create a synergistic effect, placing them at the center of industry conversations and innovations.
This partnership highlights the interconnected nature of the fashion world and underscores the immense creative and business energy that Erik Torstensson is surrounded by, both professionally and personally.
5. His Vision Extended Far Beyond Denim
While FRAME was built on the perfect pair of jeans, Erik Torstensson’s ambition was always to create a complete lifestyle brand. He saw denim not as the end-all, but as the “frame” for a full wardrobe. After establishing a loyal customer base with their core denim offerings, he and Grede strategically expanded the brand into new categories.
First came ready-to-wear essentials like silk blouses, cashmere sweaters, and leather jackets—pieces that complemented the brand’s denim and adhered to the same principles of high quality and timeless style. The success of their womenswear led to the highly anticipated launch of a full menswear collection, applying the same philosophy of elevated, everyday staples for the modern man.
Today, FRAME is a comprehensive lifestyle brand offering clothing, accessories, and a growing network of brick-and-mortar retail stores around the world. This deliberate and successful expansion is a testament to the strong brand identity Erik Torstensson built from the very beginning. He proved that by mastering one thing perfectly, you earn the right to do everything else.
From a creative director to a global fashion entrepreneur, Erik Torstensson’s journey is a powerful example of how a clear vision, combined with strategic execution and authentic passion, can build a lasting legacy in an ever-changing industry.
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