Erik Torstensson: 5 Facts About the FRAME Co-Founder
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 global lifestyle brand FRAME, he has redefined modern luxury, blending the effortless cool of Los Angeles with a sophisticated European aesthetic. But behind the perfectly crafted denim and chic ready-to-wear collections is a multi-talented entrepreneur with a story that extends far beyond the fashion runway.
While many know him for FRAME, the journey of Erik Torstensson is a masterclass in branding, creativity, and strategic partnership. From his early days in Sweden to helming a creative agency powerhouse, his influence on the industry is undeniable. Here are five essential facts you need to know about the man behind one of today’s most beloved brands.
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1. He’s a Swedish Powerhouse Who Started in Publishing
Long before he was designing the perfect pair of jeans, Erik Torstensson was honing his creative eye in the world of magazines. Born and raised in Sweden, he developed an early passion for visual storytelling. This led him to a position at Wallpaper* magazine, a publication renowned for its cutting-edge design and global perspective. It was here that he would meet his future business partner, Jens Grede.
This Swedish connection proved to be a formidable force. Torstensson and Grede shared a unique sensibility—a blend of Scandinavian minimalism and an international outlook. Their time in publishing gave them an invaluable education in branding, aesthetics, and understanding what resonates with a discerning audience. They learned how to build a world around a product, a skill that would become the cornerstone of their future ventures. This foundation in editorial content and brand communication set them apart from traditional designers, giving them a unique advantage when they eventually decided to create a brand of their own.
2. He Co-Founded a Global Creative Agency Before FRAME
Before FRAME became a household name, Erik Torstensson and Jens Grede first conquered the world of advertising and brand strategy. In 2003, they founded the Saturday Group, a multi-disciplinary creative agency. What started as a small venture quickly grew into a global powerhouse with offices in London, New York, and Los Angeles.
Saturday Group became the go-to agency for luxury and fashion brands looking to create impactful campaigns and compelling brand narratives. Their client list reads like a who’s who of the industry, including giants like Calvin Klein, H&M, Tory Burch, and Mr Porter. As the agency’s Creative Director, Torstensson was the visionary behind many iconic campaigns, shaping the visual identity of these major brands. This experience provided him with an unparalleled understanding of the fashion market from the inside out. He wasn’t just observing trends; he was helping to create them.
This period was crucial, as it allowed him to identify a significant gap in the market. While working with countless brands, he realized no one was quite perfecting the staple of every modern wardrobe: the denim jean. This realization planted the seed for what would become his most famous venture.
3. The FRAME Story: A Quest for the Perfect Pair of Jeans
In 2012, fueled by their deep industry knowledge and a shared frustration, Erik Torstensson and Jens Grede launched FRAME. The brand was born from a simple yet ambitious goal: to create the perfect pair of jeans. They combined the quality and heritage of Los Angeles denim manufacturing with their distinctly chic, European aesthetic.
The initial launch was famously focused. They introduced just one style of skinny jeans, “Le Skinny de Jeanne,” and one flare, “Le High Flare.” This laser focus on fit and quality immediately caught the attention of supermodels, editors, and fashion insiders, many of whom were already friends and colleagues of Torstensson. The brand’s “model-off-duty” vibe was authentic because it was genuinely worn by models off duty, like Karlie Kloss and Miranda Kerr.
From there, FRAME’s growth was explosive. What began as a denim-focused label quickly evolved into a full-fledged lifestyle brand offering ready-to-wear, leather goods, accessories, and menswear. Torstensson’s vision was to build a complete wardrobe around the core denim pieces. As he told Business of Fashion, the goal was to “frame” a woman’s body and, by extension, her life. Today, FRAME is a global brand with flagship stores in key cities and is stocked by leading retailers worldwide, a testament to Torstensson’s clear and consistent vision.
4. More Than Just Business: A Look at Erik Torstensson’s Personal Life
The world of Erik Torstensson extends beyond boardrooms and design studios. He is one-half of one of fashion’s ultimate power couples. For years, he has been in a relationship with Dame Natalie Massenet, the visionary founder of the luxury e-commerce giant Net-a-Porter. Their partnership is a true meeting of minds, combining his creative and branding genius with her revolutionary approach to fashion retail.
Together, they share a deep passion for the industry and a forward-thinking perspective on its future. Their combined influence is immense, and they are often seen as thought leaders shaping the direction of fashion and e-commerce. Despite their high-profile careers, they maintain a relatively private personal life, balancing their global businesses with family. This partnership underscores a key theme in Torstensson’s life: the power of collaboration, both professional and personal.
5. He’s a Talented Photographer Who Shoots FRAME’s Campaigns
Adding another layer to his impressive skill set, Erik Torstensson is also an accomplished photographer. He frequently steps behind the camera to shoot FRAME’s advertising campaigns himself. This is a rare move for a co-founder and creative director, but it allows him to maintain complete control over the brand’s visual identity, ensuring every image perfectly captures the FRAME ethos.
His photographic style is clean, intimate, and effortlessly cool, mirroring the brand’s aesthetic. He has photographed some of the world’s most famous faces for FRAME, including Gisele Bündchen, Karlie Kloss, and Imaan Hammam. By acting as the photographer, he can communicate his vision directly, creating a seamless connection between the product, the model, and the final campaign. This hands-on approach is a defining characteristic of his leadership style and a key reason for FRAME’s incredibly consistent and powerful brand image.
From creative director to entrepreneur and photographer, Erik Torstensson embodies the modern, multi-hyphenate creative. His journey is a powerful reminder that a clear vision, a strong partnership, and an unwavering commitment to quality are the true foundations of a lasting brand.
