Hottest Jeans Brand Right Now: Frame Denim

VIEW
SLIDESHOW

If you still swear on Current Elliott, it’s time to consider a radical change in your wardrobe as the jeans you want to wear right now must come from Frame Denim!

It’s the latest denim trend brought by our favorite celebrities who all switched to Frame Denim all of a sudden. Now: either their items are revolutionary as to convince so many famous people to wear them, either their marketing team must be one of the best ever as they succeeded in establishing Frame Denim in just two years as the leading Jeans brand for those who want to keep up to fashion date!

So who’s behind Frame Denim and why are their jeans worth your while more than others? Jens Grede and Erik Torstensson, two Swedes based in London founded FRAME in 2012. They were active in the fashion industry through The Saturday Group, a marketing empire they started building together in 2003 and is presently one of the world’s leading fashion marketing agencies, also publishers of ‘Industrie’ magazine.

(my theory about the brilliance of the marketing team behind Frame now is beginning to sound plausible, doesn’t it? Magically, though, their website isn’t all functional momentarily, aside from the homepage where examples of the group’s vast work is shown in a painfully long, fashionable slideshow.)

Erin Wasson is the face of Frame Denim’s Spring Summer 2014 campaign photographed by Erik Torstensson

Now that we know who’s behind the label, let’s see if we can find out more about what makes Frame Denim so popular, literally, the fabrics and the seams. Presently I have yet to try and get my legs into one of their stylish pairs of jeans to give you my personal review, so let’s stick to the official facts (the day I’ll try them, I’ll let you know how they feel and if they’re really worth the hype). Produced in Los Angeles USA (now that’s already a plus) with, that they describe as:

‘[…] an all star line up. From design, to wash houses and cut & sew, the best people in their field have all come together to make an unrivaled product in quality and price.’

By now, all other brands must produce very low quality products if we’re to believe that the crème-de la – crème is currently on FRAME denim’s team…

styled by Simon Robins, Erin Wasson is a true lesson in contemporary denim culture in Frame Denim SS14 Campaign

Another plus is that since 2013 they developed a line of products destined for tall women. The collection is the fruit of a wonderful collaboration between FRAME and Karlie Kloss (who’s notorious for her really slender 6’1” frame) and the lookbook is pretty inviting, I must admit!

Karlie Kloss was photographed for her Frame Denim collection lookbook by none other than Erik Torstensson

See also: Remember when boyfriend jeans were conquering the world?

But there’s no review, no wear-and-tear journal of the Frame Denim. All we have is countless reports on their jeans being stars favorite! Models (Heidi Klum, Miranda Kerr, Doutzen Kroes, Cara Delevingne , Alessandra Ambrosio), actresses (Ashley Greene, Amanda Seyfried), entertainers (Rihanna, Kloe Kardashian, Beyonce), everybody and their mother is wearing jeans from FRAME. Especially Le Skinny de Jeanne, their most prized model that retails for almost $300. A pair.

Heidi Klum, Miranda Kerr, Doutzen Kroes, Cara Delevingne and Alessandra Ambrosio are just a few of the models seen wearing Frame denim

But since celebrities earn their living by being just that – famous, Frame could’ve gotten away with just the hype if everyone who’s someone became their jeans fan overnight because it pays the bills. After all, the founders themselves admitted that their jeans aren’t necessarily revolutionary but that the denim industry was becoming too ‘corporate’ and before their brand, jeans lacked ‘a sense of emotion’. Does emotion, celebrity and $300 guarantee the best product there is?

Beyonce, Rihanna, Amanda Seyfried, Ashley Greene and Kloe Kardashian are just some of the celebrities who were photographed wearing Frame Denim