few other denim brands have a dedicated retail space this sleek, but then again, this is frame. the brainchild of jens grade and erik torstensson, two entrepreneurial swedes who've earned their spurs in a number of capacities in the realm of fashion media and marketing, it's positioned as a premium denim brand, and only four years after its inception, it's stocked by leading retailers across the u.s. and canada. not surprisingly, the duo's clever brand positioning and strategy has paid off, and many of today's a-listers can be seen parading down the street in frame jeans. and now, following this enormous success, frame has opened its first boutique.
and where else could such a retail statement be made but in the highly trend-conscious environs of west hollywood where the brand is headquartered? for this retail space, grede and torstensson extended their nordic sense of style, and collaborated with stockholm-based architect christian halleröd to create a matching setting. the store measures 1,550 sq.ft. [144 sqm.] and flaunts an interior that blends nordic understatement with typically southern cali elements, pairing dark timber, marble and polished concrete flooring. the frame store carries the brand's complete men's and women's collections, in addition to items exclusive to this new retail showcase. location: 8467 melrose place [west hollywood].