Erik Torstensson: 5 Facts About the FRAME Co-Founder

When you think of the perfect pair of jeans, the brand FRAME likely comes to mind. But behind the cult-favorite denim is a creative mastermind whose influence extends far beyond fashion. Erik Torstensson, the Swedish-born entrepreneur and creative director, co-founded FRAME with Jens Grede in 2012, transforming it into a global lifestyle brand. While his name is synonymous with impeccable denim, his story is layered with creative ventures, strategic genius, and a keen eye for aesthetics. We’re diving into five fascinating facts you might not know about the man who helped define modern, everyday luxury.

1. He Built a Creative Empire First

Before FRAME became a household name for denim lovers, Erik Torstensson was already a major player in the creative industry. In 2003, he and his business partner Jens Grede founded the Saturday Group. This wasn’t just a small agency; it evolved into a global multi-media and creative branding powerhouse, with offices in London, New York, and Los Angeles.

The Saturday Group was a launchpad for several successful ventures, including INDUSTRIE magazine, a respected biannual fashion publication, and the creative agency, Wednesday. They worked with some of the biggest names in fashion and luxury, such as Tory Burch, Calvin Klein, and H&M. This background gave Torstensson an invaluable understanding of brand building, marketing, and visual storytelling. It was this expertise in crafting a brand’s identity that provided the perfect foundation for launching FRAME. He didn’t just want to sell a product; he knew how to sell a complete vision.

2. He’s the Man Behind the Lens

Many founders hire famous photographers to shoot their campaigns, but Erik Torstensson often does it himself. He is an accomplished photographer and has been the creative eye behind many of FRAME’s most iconic advertising campaigns. His signature aesthetic is clean, intimate, and effortlessly cool, perfectly capturing the brand’s essence.

His photography isn’t limited to his own brand. Torstensson has shot campaigns and editorials for major publications and luxury clients, further cementing his status as a multi-talented creative. By stepping behind the camera, he maintains complete creative control, ensuring that the visual language of FRAME is always authentic to his original vision. This hands-on approach is rare for a co-founder of a brand of this scale and speaks volumes about his passion and dedication.

3. The Vision of Erik Torstensson: Perfecting the “Off-Duty” Look

The initial idea for FRAME was born from a simple but powerful goal: to create the perfect pair of jeans. However, the vision of Erik Torstensson and Jens Grede was much more nuanced. They weren’t just creating denim; they were crafting a uniform for the “off-duty” model look, inspired by the style of iconic women in the 70s like Jane Birkin and Brigitte Bardot.

This concept was encapsulated in their first blockbuster product, the “Le Skinny de Jeanne” jean, named after Jeanne Damas, a French style icon. The brand’s philosophy was to merge the quality and heritage of Los Angeles denim manufacturing with a chic, European “French girl” aesthetic. This deliberate fusion was a stroke of genius. It gave women exactly what they wanted: a way to look put-together and effortlessly cool. This core idea has since expanded, as FRAME now offers a full range of essentials, from cashmere sweaters to leather jackets, all designed to build what they call “the FRAMEd wardrobe.”

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

In the fashion world, influence is often a family affair. Erik Torstensson has been in a long-term relationship with Dame Natalie Massenet, the trailblazing founder of the luxury e-commerce giant, Net-a-Porter. Together, they are one of the industry’s most formidable power couples, sharing an immense pool of knowledge in fashion, e-commerce, and brand strategy.

Their partnership is more than just personal; it represents a synergy of creative and commercial brilliance. While Torstensson mastered brand creation and visual identity, Massenet revolutionized how luxury fashion is sold online. Their shared entrepreneurial spirit and deep understanding of the modern consumer have undoubtedly influenced each other’s work. It’s a dynamic pairing of two individuals who have fundamentally shaped the contemporary fashion landscape. For more on industry-shaping figures, you can read about other fashion entrepreneurs who changed the game.

5. The Brand’s DNA is Split Between London and LA

One of the most unique aspects of FRAME is its dual-city identity, a direct reflection of its founders’ lives. While the denim is famously cut and crafted in Los Angeles—the undisputed capital of premium denim—the brand’s creative direction and overall sensibility are rooted in Shoreditch, London. Erik Torstensson has often spoken about this transatlantic identity as a key differentiator.

This split DNA allows FRAME to offer the best of both worlds. The LA side ensures superior quality, fit, and an understanding of casual West Coast style. The London side brings a more refined, sophisticated, and international edge. This unique blend is a core part of the brand’s global appeal. It’s not just an American brand or a European brand; it’s a perfect hybrid, creating clothing for a modern, international citizen who appreciates both quality craftsmanship and timeless style.

The Lasting Impact of Erik Torstensson

From a creative agency guru to a celebrated photographer and the co-founder of a fashion empire, Erik Torstensson is much more than just a “denim guy.” He is a modern-day brand architect who understands that success isn’t just about a single product, but about the world you build around it.

His ability to merge commerce with culture, and high-quality manufacturing with a distinct, aspirational aesthetic, has set a new standard in the fashion industry. FRAME’s success is a testament to his holistic vision and unwavering commitment to quality. Erik Torstensson didn’t just create a clothing brand; he created a way of dressing that has defined the last decade of style.