Co-founder Erik Torstensson: 'I don't want Frame to be a hype brand'

Since the birth of Frame, Erik Torstensson, co-founder and creative director, has always envisioned the clothing line becoming a lifestyle destination. In the decade since its debut, it has expanded beyond a denim-focused assortment to include a wide variety of clothing and accessories. 

“I don't think there is an enormous urgency to Frame, and I like that,” Torstensson said on the latest Glossy Podcast. “I don't want Frame to be a hype brand, necessarily." Frame projected $200 million in annual revenue for 2021.

Frame’s designs are inspired by the men and women who surround Torstensson. Recently, he has drawn inspiration from his two step-daughters, Bella and Ava, and girlfriend, Natalie Massenet, co-founder and managing partner at Imaginary Ventures. Torstensson expressed his self-awareness in understanding that, as a straight, 40-year-old white man, there are many aspects of women’s fashion he does not know.