Erik Torstensson: 5 Facts About the FRAME Co-Founder

In the fast-paced world of fashion, the names behind the brands are often as influential as the clothes themselves. One such name is Erik Torstensson, the creative force and co-founder of the globally renowned fashion label, FRAME. While you might know FRAME for its cult-favorite jeans and chic, ready-to-wear collections, the story of its founder is a masterclass in creative vision and entrepreneurial spirit. From his early days in Sweden to building a denim empire, Torstensson’s journey is nothing short of inspiring.

Today, we’re pulling back the curtain to explore the man who helped define the modern wardrobe. Get ready to discover five fascinating facts about Erik Torstensson that showcase his multifaceted career and enduring impact on the fashion industry.

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

Long before FRAME became a household name for premium denim, Erik Torstensson had already established himself as a major player in the creative world. Alongside his fellow Swede and future FRAME co-founder, Jens Grede, he launched The Saturday Group in London in 2003. This wasn’t just any agency; it quickly grew into a multi-faceted creative powerhouse, working with some of the biggest names in luxury fashion and media.

The Saturday Group offered a 360-degree approach, encompassing branding, advertising, and digital strategy. They were the masterminds behind campaigns for brands like Calvin Klein, H&M, and Tory Burch. They also ran their own publications, including the influential men’s style magazine, Man About Town, and the industry-focused Industrie magazine. This experience gave Torstensson an unparalleled understanding of brand building, marketing, and what truly resonates with a modern consumer. It was this foundation of creative and business acumen that paved the way for his next major venture.

2. The FRAME Origin Story is All About Finding “One Perfect Pair”

The idea for FRAME was born from a simple yet universal fashion dilemma: the search for the perfect pair of jeans. In 2012, Erik Torstensson and Jens Grede decided to channel their expertise into solving this problem. They envisioned a brand that could merge the quality and heritage of Los Angeles denim manufacturing with the chic, sophisticated aesthetic of their London-based lives.

The mission was clear: create jeans that could frame a woman’s body perfectly. They focused obsessively on fit, fabric, and finish. Their first major success was the “Le Skinny de Jeanne” jean, which quickly gained a cult following among models, editors, and celebrities. The brand’s philosophy was to create wardrobe essentials—timeless, versatile pieces that felt both classic and contemporary. This singular focus on a perfect product, rather than chasing fleeting trends, is a core reason for FRAME’s enduring success and a testament to Torstensson’s clear-cut vision.

3. He’s an Accomplished Photographer Who Has Shot Major Campaigns

While he’s a co-founder and the Chief Creative Officer of FRAME, Erik Torstensson is also a highly respected photographer. His keen eye for aesthetics isn’t just applied to brand direction; he is often the man behind the camera for FRAME’s own iconic advertising campaigns. This hands-on approach allows him to maintain a completely cohesive brand image, from the design of the garments to the way they are presented to the world.

His photography work extends beyond his own brand. He has shot campaigns for other major fashion houses and editorials for top magazines. His style is often described as clean, intimate, and effortlessly cool, capturing a sense of natural beauty and quiet confidence. This dual role as both businessman and artist gives Erik Torstensson a unique advantage, allowing him to translate his creative instincts directly into tangible, commercially successful results. It ensures that the soul of the brand is never lost in translation.

4. Erik Torstensson’s Vision Expanded FRAME Far Beyond Denim

While denim was the starting point, Torstensson’s ambition was always to build a complete lifestyle brand. He understood that the modern woman’s wardrobe wasn’t just about jeans. Under his creative leadership, FRAME methodically expanded its offerings to become a full-fledged fashion house.

Today, FRAME offers a comprehensive collection that includes ready-to-wear, such as luxurious cashmere sweaters, tailored blazers, silk blouses, and elegant dresses. The brand’s ethos of “dressed-up casual” translates seamlessly across all categories. In 2014, they successfully launched a menswear line, applying the same principles of impeccable fit and quality materials. More recently, the brand has ventured into footwear, handbags, and accessories. This strategic growth demonstrates that Erik Torstensson isn’t just a denim expert; he’s a brand architect who knows how to build a loyal following by consistently delivering on a promise of effortless, everyday luxury.

5. His Long-Term Partner is Another Fashion Industry Titan

They say that power attracts power, and in the fashion world, that’s certainly true for Erik Torstensson. His long-term partner is none other than Dame Natalie Massenet, the visionary founder of the luxury e-commerce giant, Net-a-Porter. Together, they form one of the industry’s most influential and respected power couples. Their combined expertise spans digital retail, brand creation, creative direction, and investment.

Massenet famously revolutionized how people shop for luxury fashion, and Torstensson redefined the premium denim market. Their shared passion and deep understanding of the industry make them a formidable duo. According to sources like the Business of Fashion, their partnership is built on mutual respect for each other’s work and a shared entrepreneurial drive. This connection not only adds a fascinating personal dimension to Torstensson’s story but also highlights the incredible network of innovators he is a part of.

From a creative visionary in London to the co-founder of a global fashion empire, Erik Torstensson has proven that a clear mission and an unwavering commitment to quality are the keys to lasting success. He didn’t just create a denim brand; he crafted a complete, modern way of dressing rooted in effortless style and sophistication. As FRAME continues to evolve, Torstensson remains its creative heart, ensuring the brand’s original vision continues to resonate with style-conscious consumers around the world.