Erik Torstensson: 5 Facts About the FRAME Co-Founder

In the world of high fashion and premium denim, few names carry as much weight as Erik Torstensson. As the co-founder of the globally renowned brand FRAME, he has reshaped the modern wardrobe with a unique blend of European chic and American ease. But beyond the perfect-fitting jeans, who is the man behind the brand? Torstensson’s story is one of creative vision, entrepreneurial spirit, and an unerring eye for what’s next.

From his roots as a creative director to his status as a fashion mogul, his journey is as compelling as the brand he built. Let’s explore five essential facts that illuminate the career and influence of Erik Torstensson.

1. He Co-Founded a Global Creative Agency First

Before FRAME became a household name for luxury essentials, Erik Torstensson had already established himself as a major force in the fashion industry. Alongside his business partner Jens Grede, he co-founded the Saturday Group in 2003. This multi-platform creative agency quickly became a powerhouse, offering branding, advertising, and digital strategy to some of the world’s most iconic luxury brands.

Saturday Group’s client list reads like a who’s who of fashion, including Calvin Klein, H&M, and Tory Burch. The agency was instrumental in shaping the visual language and marketing campaigns for these giants. This experience provided Torstensson with an unparalleled understanding of brand building from the inside out. He wasn’t just observing the industry; he was actively shaping it.

It was this deep expertise in branding and marketing that laid the perfect foundation for launching a direct-to-consumer brand. In 2012, Torstensson and Grede decided to channel their knowledge into their own venture, and FRAME was born. They knew exactly what was missing in the market and, more importantly, how to communicate their vision effectively to a global audience.

2. He is an Acclaimed Photographer

Erik Torstensson isn’t just a businessman; he is a creative to his core. One of his most significant talents is photography. He has personally shot numerous campaigns, not only for his own brand, FRAME, but for other major fashion labels as well. His photographic style is clean, intimate, and effortlessly cool, perfectly mirroring the aesthetic of his denim brand.

His ability to get behind the camera gives him a unique advantage. He has a direct hand in crafting the visual identity of FRAME, ensuring every image aligns perfectly with the brand’s DNA. This is a rare skill for a co-founder and allows for a level of creative control and consistency that many brands struggle to achieve. His portfolio includes work with supermodels like Gisele Bündchen, Karlie Kloss, and Lara Stone.

This hands-on creative involvement is a testament to his passion. Erik Torstensson believes that strong imagery is the key to creating an emotional connection with the customer. By often being the man capturing the moments, he ensures that the story of FRAME is told with authenticity and artistry, a principle he learned from his years in the creative agency world. For more on the power of branding, check out our article on modern brand storytelling.

3. The Swedish Visionary with a London Home

Born and raised in Sweden, Torstensson’s Scandinavian roots are a crucial part of his design sensibility. Swedish design is celebrated for its minimalism, functionality, and emphasis on high-quality materials. These principles are woven into the very fabric of FRAME, which prioritizes clean lines, timeless silhouettes, and impeccable craftsmanship over fleeting trends.

However, while his design ethos may be Swedish, his operational base has long been London. The city’s dynamic, multicultural energy and its status as a global fashion capital have profoundly influenced his business perspective. This unique combination of influences—the thoughtful, minimalist approach from Stockholm and the edgy, sophisticated vibe of London—is a key ingredient in FRAME’s success.

Erik Torstensson has spoken about how this blend defines the brand’s identity. He and Grede aimed to create pieces that felt both classic and modern, suitable for a diverse, international clientele. This global mindset, nurtured by his life between Sweden, London, and Los Angeles (where FRAME’s denim is produced), allows the brand to resonate with customers worldwide.

4. He Forms Half of a Fashion Power Couple

In the interconnected world of fashion, Erik Torstensson’s personal life is as notable as his professional one. He is in a long-term relationship with Dame Natalie Massenet, the visionary founder of the luxury e-commerce giant Net-a-Porter. Together, they are widely regarded as one of the industry’s most influential power couples.

Massenet revolutionized how people shop for luxury fashion, and Torstensson redefined a staple category with a luxury lens. Their combined experience covers nearly every facet of the modern fashion landscape, from digital retail and editorial content to branding and product design. Their partnership creates a synergy of knowledge and influence that is virtually unmatched.

While they maintain separate business ventures, their shared life undoubtedly involves a rich exchange of ideas and insights. Their influence extends beyond their own companies, as they are both active investors and mentors in the tech and fashion startup scenes. This partnership solidifies the standing of Erik Torstensson not just as a brand founder, but as a central figure in the global fashion community.

5. The Philosophy of Erik Torstensson’s FRAME

What truly sets FRAME apart is its clear and unwavering philosophy, masterminded by Erik Torstensson and Jens Grede. The brand was founded on the idea of creating the “perfect pair of jeans” by merging the quality and heritage of Los Angeles denim manufacturing with a distinctly European aesthetic.

The core concept is to “frame” a woman’s body, creating versatile and flattering wardrobe essentials. The brand’s first hit, the “Le Skinny de Jeanne,” became an instant classic and demonstrated their formula for success: a perfect fit, premium materials, and a chic, understated look. From there, FRAME expanded into a full ready-to-wear collection for both men and women, including knitwear, leather, and outerwear, all guided by the same principle of creating sophisticated, everyday staples.

Torstensson’s vision was never just about a single product. It was about building a complete, modern wardrobe. He often speaks about the importance of a uniform—a collection of reliable, high-quality pieces that make dressing simple and elegant. This philosophy of “dressed-up casual” has resonated deeply with consumers tired of fast fashion, solidifying FRAME’s position as a go-to brand for timeless style.

In conclusion, Erik Torstensson is far more than just a “denim guy.” He is a multifaceted creative, a shrewd brand strategist, and a tastemaker whose influence is felt across the fashion industry. From his foundational work with Saturday Group to his masterful direction of FRAME, he has consistently demonstrated an innate ability to blend art and commerce, creating brands that are not only successful but also culturally relevant. His story is a powerful reminder that behind every great brand is a visionary with a clear and compelling point of view.