Erik Torstensson: 5 Facts About the FRAME Co-Founder
Erik Torstensson: 5 Facts About the FRAME Co-Founder
When you think of the quintessential “cool girl” denim brand, FRAME inevitably comes to mind. But behind the perfectly cut jeans and effortlessly chic wardrobe staples is a creative force who has shaped modern fashion in more ways than one. That force is **Erik Torstensson**, the Swedish entrepreneur who, along with co-founder Jens Grede, turned a simple idea into a global fashion powerhouse. While many know him as the face of FRAME, his journey is a fascinating story of creativity, strategy, and a relentless pursuit of quality.
For anyone interested in fashion, branding, or entrepreneurship, the story of **erik torstensson** offers a masterclass in building a durable and desirable brand. He is more than just a co-founder; he’s a photographer, a publisher, and a visionary who has consistently stayed ahead of the curve. Ready to learn more?
1. He Had a Formidable Career in Publishing First
Long before FRAME was a household name, Erik Torstensson was a major player in the world of high-fashion media. He didn’t start as a designer but as a creative director and branding expert. Together with his business partner Jens Grede, he co-founded the **Saturday Group** in London, a multifaceted creative agency that worked with some of the biggest names in luxury.
His editorial background is extensive. Torstensson was the Creative Director for *Industrie* magazine, a publication known for its in-depth profiles of fashion’s most influential figures. This role allowed him to hone his skills in storytelling and visual communication, understanding what makes an image or a brand narrative resonate with an audience. This experience was invaluable, teaching him how to build a brand’s universe from the ground up—a skill that would become the bedrock of FRAME’s success. His work in publishing wasn’t just a stepping stone; it was the training ground where he learned to blend commerce with culture.
2. FRAME Was Born from the Quest for a Single “Perfect Pair”
Many billion-dollar companies start with a complex business plan. FRAME started with a simple, relatable goal: to create the perfect pair of jeans. In 2012, Torstensson and Grede felt something was missing from the market. They wanted to merge the quality and heritage of Los Angeles denim manufacturing with the chic, polished aesthetic of London style.
The brand’s initial launch was hyper-focused on one single style: **”Le Skinny de Jeanne,”** a skinny jean that promised a flattering, comfortable, and versatile fit. They obsessed over every detail, from the fabric’s stretch and recovery to the pocket placement. Their strategy was to do one thing perfectly rather than many things adequately. This laser focus paid off. The jeans quickly developed a cult following, championed by models and “it girls” like Karlie Kloss, Miranda Kerr, and Kate Moss. The success of this single product proved their thesis and gave them the foundation to build what would become one of the top denim brands in the world.
3. He’s an Accomplished Photographer Who Shoots FRAME’s Campaigns
One of the most unique facts about Erik Torstensson is that he is not just the brand’s co-founder and creative director—he’s often its photographer. This gives him an unparalleled level of control over FRAME’s visual identity. Instead of translating a vision to an outside photographer, he crafts it himself through the lens. He has shot some of the brand’s most iconic campaigns, featuring supermodels like Gisele Bündchen, Imaan Hammam, and the previously mentioned Kate Moss.
His photography isn’t limited to his own brand. Torstensson is a respected artist in his own right, having shot for major publications and other luxury brands. This dual role is a significant competitive advantage. It ensures that the **brand’s DNA is authentically represented** in every image, from the lighting and mood to the styling. When you see a FRAME campaign, you’re not just seeing a product; you’re seeing a complete vision directly from the mind of its creator. This hands-on approach is a testament to his passion for every facet of brand-building.
4. Erik Torstensson’s Strategic Brand Expansion Was Deliberately Slow
After conquering the denim world, the temptation to rapidly expand is immense. However, the growth strategy employed by **erik torstensson** and Jens Grede was methodical and patient. They understood that to maintain brand integrity, expansion had to be organic and meaningful. They didn’t just slap their logo on new product categories; they waited until they could perfect them.
The brand evolved from denim to a full ready-to-wear collection, introducing categories like knitwear, leather goods, menswear, and eventually accessories. Each new category was launched with the same philosophy as their first pair of jeans: to offer the **”perfect” version** of a wardrobe essential. This focus on creating a “uniform for modern living” resonated with customers who were tired of fleeting trends. As Torstensson has noted in interviews, the goal was to create pieces that women and men would want to wear every day. This thoughtful expansion, as detailed by sources like Business of Fashion, has allowed FRAME to grow into a comprehensive lifestyle brand without diluting its core identity.
5. His Swedish Roots Influence His “Less is More” Philosophy
Born and raised in Sweden, Erik Torstensson’s Scandinavian heritage deeply informs his design and business philosophy. Swedish design is globally renowned for its emphasis on minimalism, functionality, and clean aesthetics—principles that are clearly visible in FRAME’s collections. This “less is more” approach is about stripping away the unnecessary to focus on what truly matters: **quality, fit, and timeless style**.
This philosophy extends beyond just the clothes. It’s about building a sustainable wardrobe of high-quality essentials rather than a closet full of disposable fashion. Torstensson often speaks about creating a “dressed-up uniform” that feels both effortless and sophisticated. This is the antithesis of fast fashion. By focusing on enduring style and impeccable craftsmanship, FRAME encourages a more mindful approach to consumption, aligning perfectly with the growing movement towards a minimalist fashion wardrobe. His approach proves that simplicity, when executed perfectly, is the ultimate form of sophistication.
More Than Just a Co-Founder
Erik Torstensson’s career demonstrates that building a successful brand in the 21st century requires more than just a great product. It demands a holistic vision that encompasses storytelling, visual artistry, and a deep understanding of culture. From his early days in publishing to his current role at the helm of a fashion empire, he has proven to be a master of modern branding.
By blending his talents as a photographer, strategist, and creative director, he has built FRAME into a brand that is not only commercially successful but also culturally relevant. He is a true multi-hyphenate creative, and his journey serves as an inspiration for anyone looking to make their mark on the world.
