Erik Torstensson: 5 Facts About the FRAME Co-Founder

In the fast-paced world of fashion, few names carry the weight of creative vision and business acumen quite like Erik Torstensson. As the co-founder of the globally renowned fashion brand FRAME, he has redefined modern luxury and everyday essentials. But who is the man behind the impeccably tailored denim and chic collections? From his early days in Sweden to his current status as a fashion mogul, his journey is as compelling as the brand he built.

Many recognize the FRAME label, but the story of Erik Torstensson himself offers a masterclass in creative entrepreneurship. This article delves into five essential facts that illuminate his path from a creative director to a co-founder of a denim empire. Get ready to discover the multifaceted talent who continues to shape the industry.

1. He Co-Founded a Major Creative Agency Before FRAME

Long before FRAME became a household name for denim lovers, Erik Torstensson was already a powerhouse in the creative world. In 2003, alongside his business partner Jens Grede, he co-founded the Saturday Group. This wasn’t just any agency; it was a multi-platform creative powerhouse with offices in London, New York, and Los Angeles.

Saturday Group became the go-to agency for luxury fashion and beauty brands looking to craft a compelling narrative. The company provided a full suite of services, from brand strategy and advertising to digital content and public relations. Under Torstensson’s creative direction, the agency worked with an elite clientele that included titans like Calvin Klein, H&M, and Tory Burch.

This experience was the perfect training ground. It gave him an unparalleled understanding of what makes a brand resonate with consumers. He learned the ins and outs of marketing, branding, and storytelling from the inside, which would prove invaluable when he decided to launch his own brand. The success of Saturday Group cemented his reputation as a visionary with a keen eye for aesthetics and commercial viability.

2. The Vision of Erik Torstensson: From One Perfect Jean to a Full Lifestyle Brand

The origin story of FRAME is a testament to the power of a simple, well-executed idea. In 2012, Erik Torstensson and Jens Grede launched the brand with a singular mission: to create the perfect pair of jeans. They combined the quality and heritage of Los Angeles denim manufacturing with a distinctly European, chic aesthetic.

Their first hit was the “Le Skinny de Jeanne” jean, which quickly gained a cult following among models, editors, and celebrities. The brand’s success wasn’t accidental; it was a direct result of Torstensson’s meticulous creative vision. He understood that modern women wanted wardrobe staples that were sophisticated, versatile, and effortlessly cool.

However, Torstensson’s ambitions didn’t stop at denim. He skillfully guided FRAME’s evolution from a denim-focused label into a full-fledged ready-to-wear lifestyle brand. Today, FRAME offers everything from leather jackets and cashmere sweaters to tailored suiting and accessories. Erik Torstensson ensured that every piece adhered to the core brand philosophy of creating “dressed-up casuals” that form the foundation of a modern wardrobe.

3. He is an Accomplished Photographer

Beyond his roles as an entrepreneur and creative director, Erik Torstensson is also a highly respected photographer. His work behind the camera is not just a hobby; it’s an integral part of his creative identity and a key asset to his brands. His photographic style is clean, intimate, and often captures a sense of candid elegance, which has become a signature of FRAME’s visual language.

He has photographed some of the world’s most famous faces, including supermodels like Gisele Bündchen, Karlie Kloss, and Lara Stone. His work has graced the pages of prestigious magazines and, most notably, the advertising campaigns for FRAME. By shooting many of his own brand’s campaigns, he maintains complete creative control, ensuring the visual output is perfectly aligned with his vision.

This dual role gives him a unique advantage. As the brand’s co-founder, he has an intimate understanding of the product and its story. As the photographer, he can translate that story directly into powerful, compelling imagery without anything getting lost in translation. This synergy is a major reason why FRAME’s branding feels so authentic and consistent.

The Swedish Connection with Jens Grede

The partnership between Erik Torstensson and Jens Grede is one of modern fashion’s most successful collaborations. Both originally from Sweden, they met early in their careers and quickly formed a bond built on shared ambition and a complementary skill set. Their partnership has been described as a “ying and yang” dynamic, with Torstensson often leading the creative vision and Grede steering the business and operational side.

This Swedish duo first conquered the creative agency world with Saturday Group before venturing into brand ownership with FRAME. Their shared background has influenced their approach to design and business—often characterized by a minimalist aesthetic, a focus on quality, and a practical, no-fuss attitude. As noted by The Business of Fashion, their combined expertise has been a driving force in the industry.

Their enduring partnership of over two decades is a rarity in the competitive fashion landscape. It’s a collaboration founded on mutual respect and a deep, intuitive understanding of each other’s strengths. This solid foundation has enabled them to navigate the challenges of building a global brand and continue to innovate and expand their empire together.

5. He Has High-Profile Personal and Professional Connections

In the world of fashion, your network can be as important as your talent. Erik Torstensson has cultivated relationships with some of the most influential people in the industry. For years, he was in a long-term relationship with Natalie Massenet, the founder of Net-a-Porter, further embedding him within the luxury e-commerce ecosystem.

More recently, his name has been prominent in headlines due to his relationship with Brazilian supermodel Gisele Bündchen. While their personal connection has garnered media attention, their professional collaboration is just as noteworthy. Bündchen has become a face of FRAME, starring in campaigns shot by Torstensson himself. This partnership leverages their natural chemistry to create authentic and captivating marketing content that resonates deeply with audiences.

These connections are not merely for show; they are strategic and synergistic. By working with top models, influencers, and industry pioneers, Erik Torstensson ensures that FRAME remains at the forefront of the cultural conversation. His ability to merge his personal and professional worlds has amplified his brand’s reach and cemented its status as a celebrity-endorsed favorite. (For more on fashion influencers, see our article on the top style icons of the year).

In conclusion, Erik Torstensson is far more than just a brand founder. He is a creative polymath—a strategist, a photographer, a director, and a visionary who has left an indelible mark on the fashion industry. His journey with FRAME, from a single pair of jeans to a global lifestyle brand, is a powerful story of focus, quality, and unwavering creative integrity.