Frame has a new local testing ground for design, and its fervent denim devotees have a new minimalist palace in Los Angeles through which to discover the line’s latest cuts and washes. Co-founders Jens Grede and Erik Torstensson (the minds behind the marketing firm Saturday Group and Industrie magazine) designed the Melrose Place boutique with natural materials including stone, wood, and marble, and the space depicts the line’s minimalist sensibility, influenced both by its California surroundings (Frame’s design studio is situated in Culver City and its warehouse sale is slated for May 6 to 7) and the European roots of its Swedish founders. Just like the denim designs they manufacture, Grede and Torstensson followed a modern, stripped-down aesthetic inside the new shop. After years of overloaded denim and overwrought boutiques filled with piles of jeans, Frame’s new space is a bold, and very welcome, departure.

By Elizabeth Varnell

Pictured: The new Frame boutique on Melrose Place in Los Angeles.
Photo courtesy of Frame

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