LONDON — There’s no stopping Jens Grede and Erik Torstensson with regards to the ambitions they’ve for Frame — the denim label they launched in London 5 years and remodeled into a worldwide identify with a full ready-to-wear vary.
Now they’re on the brink of hit refresh yet one more time and ensure that Frame is holding onto its relevance — and sometimes main the best way — within the new, post-lockdown world the style trade is making an attempt to come back to phrases with.
This means rethinking retail; bringing males’s put on again in larger and higher methods; setting some extremely formidable sustainability objectives — and easily staying artistic and having enjoyable.
“It’s almost been like starting a new brand for us. All of these efforts are about bringing energy to the brand, there’s no rest for the wicked now,” mentioned Torstensson in an interview, additionally pointing to a soon-to-launch new web site, and up to date collaborations with everybody from the Carlyle to the Museum of Peace and Quiet. “I can’t sit and hope customers are going to find us, I need to be out there and try 10 times harder to earn their attention and serve them every day.”
So what does this re-energized, 2021 model of Frame seem like?
“A brand that behaves like a fashion house from Paris with the smartness of a digital start-up in California,” mentioned Torstensson, explaining that even when the model veers towards extra accessible worth factors, the intention stays to supply an elevated, design-led method in the whole lot it places on the market. “It’s super important at our price not to behave like a rollout brand. When everything looks the same it’s no longer exciting.”
Hence the corporate’s up to date retail technique, which includes two ideas: “Neighborhood flagships” designed to serve native communities the place Frame prospects stay and extra centrally positioned areas that will probably be handled as “permanent pop-ups… or active, white box spaces” with a rotation of exhibitions, installations and different activations.
“A store should either be like a billboard that shows the DNA of the brand and exactly where it stands or it should be all about activations and bringing energy to the brand with newness, collaborations, or new windows,” mentioned Torstensson. “Our job is not to have 2,000-square-meter flagships on Regent Street. But I do believe very much in the idea of giving extraordinary, elevated experiences in the neighborhood where the customer lives.”
He’ll be testing this new idea in his outdated stomping floor, London’s Brompton Cross space, the place Frame is on the brink of open its first neighborhood flagship on Walton Street, subsequent to the likes of Joseph, Chanel and Isabel Marant.
“I lived around there for 10 years. I know the person who lives there very well,” mentioned Torstensson, who was behind the entire design idea.
The new area is about impartial tones, loads of stone and wooden accents, and customized furnishings items that mix modernist and extra classical design references. “It’s very much an extension of my personal taste, to be honest. Ultimately, I wanted it to be a very warm, inviting environment where a customer can experience and touch our brand, not just the product, and feel what we stand for.”
Two extra neighborhood flagships are within the works, in L.A. and New York, and can characteristic the identical fixtures and new, personalized furnishings to swimsuit every location, whereas the model can also be planning extra experiential openings in Aspen and Palm Beach.
“I’m now refitting our Aspen store. It will have mushroom wood on all the walls and in the middle I’m creating a big, three-meter-tall chrome mountain that you can go into. It’s a very different experience but it’s correct for Aspen and our customer there. I want to give them something new because a lot of them probably live in New York and go to our store there,” mentioned Torstensson, including that the merchandising will even fluctuate from retailer to retailer.
“It’s about looking where you’re placed and who’s next to you. In London, we are next to Chanel and Joseph, so we have a very wealthy customer. I don’t think our customer here will necessarily buy a handbag from Frame, but I think we can take the role of being a real resource for her everyday chic outfitting meaning denim, amazing cashmere, great cotton product — all the clothes she wears between eight o’clock in the morning and six o’clock at night.”
The debut of the brand new retailer idea coincides with the model’s males’s put on relaunch — a class Torstensson mentioned didn’t get sufficient love when it first launched however is now again with a brand new staff and refreshed method.
The thought was to supply nice classics and items that fill the hole between athleisure and formal put on — and would serve the wants of on a regular basis males throughout ages and backgrounds.
That’s why Torstensson was eager on presenting the brand new assortment on as vast a variety of males as doable. So he solid 44 males from everywhere in the world, requested them to fashion themselves, and photographed them in New York and L.A. to create the model’s launch marketing campaign and a devoted ebook.
“Men’s style is not about male models and fashion, it’s about characters,” he added.
His subsequent huge frontier is sustainability. The firm has already been laborious at work with regards to rethinking its provide chain and making acutely aware selections, corresponding to using recycled cashmere and washable silk in all its merchandise.
Now it’s about to launch its first pair of degradable denim, that includes an revolutionary degradable stretch material that disintegrates in a fraction of the time standard stretch yearns do, leaving no dangerous chemical substances behind. The denim can also be dyed utilizing a micro plastic free-dying course of, options recycled paper tags, detachable buttons product of recycled metals, and embroidery that replaces metallic rivets.
Major upcycling and water conservation tasks are additionally within the works.
“For fall 2021, our denim is 63 percent sustainable in fabric and wash. But that’s just like half time, we need to get to 100 percent. By 2023 we’re aiming to achieve that,” added Torstensson.