Erik Torstensson: 5 Facts About the FRAME Co-Founder

In the fast-paced world of fashion, few names have managed to blend creative genius with business acumen as successfully as Erik Torstensson. As the co-founder of the globally renowned fashion brand FRAME, he has reshaped the landscape of modern luxury and everyday style. While many recognize the brand’s iconic denim, the man behind it has a story filled with creative ventures, strategic partnerships, and a keen eye for aesthetics. We’re diving deep into the life and career of the Swedish visionary who helped make denim a high-fashion staple.

1. The Swedish Partnership That Launched an Empire

The story of FRAME is inseparable from the dynamic partnership between Erik Torstensson and his co-founder, Jens Grede. The two Swedes met in the late 1990s and quickly discovered a shared ambition and complementary skill set. Before launching FRAME, they founded the Saturday Group in 2003, a multi-platform creative agency that worked with some of the biggest names in fashion and luxury.

Their deep understanding of branding, marketing, and visual communication laid the perfect groundwork for their own brand. In 2012, they launched FRAME with a singular vision: to create the perfect pair of jeans. They combined the quality and heritage of Los Angeles denim manufacturing with a distinctly chic, European aesthetic. The initial launch featured just one style, the “Le Skinny de Jeanne,” which quickly sold out and became a cult favorite among models, editors, and influencers.

This powerful partnership is built on trust and a shared work ethic. Torstensson often handles the creative and brand direction, while Grede focuses on the business and operational side. This synergy has allowed FRAME to grow from a niche denim label into a global fashion powerhouse. Their shared Swedish roots also influence the brand’s minimalist and effortlessly cool vibe.

2. A Creative Visionary Before FRAME: The Saturday Group Era

Long before FRAME became a household name, Erik Torstensson was a major force in the creative world. His work with Saturday Group positioned him as a go-to creative director for luxury brands seeking a fresh, modern edge. The agency was known for its holistic approach, covering everything from advertising campaigns and brand strategy to digital media and editorial content.

Under Torstensson’s creative leadership, Saturday Group worked with an elite clientele that included Calvin Klein, H&M, Tory Burch, and the Bvlgari. They were also the masterminds behind magazines like Industrie and Man About Town, which further cemented their status as tastemakers in the fashion industry. This experience gave Torstensson an unparalleled understanding of what makes a brand successful in the long term.

He learned how to build a brand’s narrative, connect with consumers on an emotional level, and create powerful imagery that resonates globally. These skills proved invaluable when he and Grede decided to launch FRAME. Instead of just creating a product, they built a complete brand world, a lifestyle that people wanted to be a part of. This strategic foundation is a key reason for FRAME’s enduring success.

3. Personal Life: His High-Profile Marriage to Gisele Bündchen

While fiercely protective of his private life, Erik Torstensson’s marriage to one of the world’s most famous supermodels, Gisele Bündchen, often places him in the public eye. The couple began dating in 2023 and have since become one of the fashion world’s most influential power couples. Their relationship is a blend of high-fashion glamour and down-to-earth family values.

Despite their demanding careers, they prioritize their blended family. Torstensson has two children from a previous relationship, and Bündchen has two children with her ex-husband, Tom Brady. They are often seen spending quality time together, balancing their international work schedules with a focus on family and wellness. Their partnership is seen as a modern example of mutual support and shared passions, including a commitment to environmental causes.

Their relationship also has a professional synergy. Bündchen has appeared in campaigns for FRAME, bringing her iconic status and global recognition to the brand. This collaboration feels authentic and natural, a testament to the genuine connection between Torstensson’s creative vision and Bündchen’s timeless appeal.

How Erik Torstensson Expanded FRAME Beyond Denim

While FRAME was born from the quest for the perfect pair of jeans, Erik Torstensson always had a broader vision for the brand. He knew that to build a lasting fashion house, FRAME had to evolve beyond its denim origins. Using the initial success as a launchpad, he strategically expanded the brand’s offerings to create a complete wardrobe for the modern man and woman.

The expansion began with essentials that complemented their denim, such as high-quality t-shirts, silk blouses, and leather jackets. The philosophy was the same: take a classic wardrobe staple and perfect it with a modern, chic sensibility. Today, FRAME offers full ready-to-wear collections for both men and women, including knitwear, outerwear, dresses, and tailoring. They have also ventured into accessories, with a successful line of shoes, belts, and handbags that embody the brand’s “dressed-up casual” ethos.

This growth reflects Torstensson’s deep understanding of the market and his ability to anticipate the needs of his customers. He didn’t just add new categories; he ensured each one met the same high standards of quality and style that made the denim famous. Check out our review of the latest fall essentials to see how FRAME’s pieces fit into a modern wardrobe.

5. The Man Behind the Lens: A Talented Photographer

Adding another layer to his creative arsenal, Erik Torstensson is also an accomplished photographer. This is not just a hobby; it’s an integral part of his role at FRAME. He has personally photographed many of the brand’s advertising campaigns, giving him complete control over the visual identity from conception to final image. This hands-on approach ensures a consistent and authentic message.

His photographic style is clean, intimate, and often captures a sense of candid-yet-polished beauty. He has a knack for making his subjects—often some of the world’s top models like Gisele Bündchen, Karlie Kloss, and Bella Hadid—look both powerful and approachable. His work extends beyond FRAME; he has shot campaigns and editorials for other major publications and brands, earning respect as a photographer in his own right.

By stepping behind the camera, Torstensson bridges the gap between creative director and creator. He isn’t just directing a vision; he is actively crafting it. This dual role allows for a seamless translation of the brand’s DNA into every image. For a look at his impressive portfolio, you can often find his work featured in top fashion magazines and on professional industry websites.

From a creative director to a brand founder and a photographer, Erik Torstensson has proven that a multi-faceted approach is key to building a modern fashion empire. His journey with FRAME is a masterclass in branding, style, and strategic growth, cementing his status as one of the most influential figures in fashion today.