FRAMEThe Cigarette cropped low-rise slim-fit jeans

FRAME is an American fashion brand founded in 2012 by Swedish entrepreneurs Erik Torstensson and Jens Grede in Los Angeles. Initially recognized for its premium denim, the brand gained celebrity endorsement from supermodels like Karlie Kloss, Miranda Kerr, and Emily Ratajkowski who wore the iconic "Le Skinny de Jeanne" style. The company has since expanded beyond jeans to offer ready-to-wear collections in cotton, leather, and cashmere, establishing itself as a leader in luxury fashion retail. The brand embodies a unique fusion of European sophistication and relaxed Californian aesthetics, drawing inspiration from the "dressed up casual" style of 1970s French fashion icons. FRAME's philosophy centers on minimalism with a "less is more" approach, creating timeless pieces that transcend fleeting trends. With headquarters in both Culver City, Los Angeles, and London's Shoreditch, the brand maintains a commitment to sustainable manufacturing practices while delivering high-quality garments that balance effortless elegance with contemporary style.