Frame Denim launches e-commerce

Frame Denim is going digital. The brand has launched their e-commerce site, and they are planning on opening their first store this month.

“Our goal with Frame-Store.com was to make our brand content as shoppable as possible,” cofounder Erik Torstensson told WWD. “Whether you are viewing the homepage, a look book or showing a piece of related content on a product page. We did not want our brand content just to live in its own silo. The site will feature the full collection. It will also feature a range of content including our men’s and women’s fall and spring campaigns each season, videos, our #GirlsinFrame project and lots more. It also features our Denim Fit Guide as we wanted to have a central location highlighting all of our different fits. We have been working on the site for some time to ensure the best possible experience for our clients and with the launch of the store on Melrose Place in Los Angeles it felt the right time to bring it all together.”

Their first store will open in Los Angeles this month, and a New York store will open later this year. Exclusive offerings are also being planned for online.

Frame Denim is also amping up their social media efforts with a #GirlsinFrame social media campaign that consists of Julia Restoin Roitfeld, Poppy Delevingne, Elisa Sednaoui, Pernille Teisbaek, and Phoebe Tonkin. Portraits of these women wearing Frame Denim will be featured on the brand's social media accounts and website. A woman per month will be featured along with a Q&A.

Frame Denim was first launched in 2012 by Torstensson and cofounder Jens Grede. Andrew Rosen, chief executive officer of Theory, and investor John Howard helped fund the company. Prior to the launch of their own e-commerce site, the brand was available in department stores like Barneys New York and Saks Fifth Avenue.

photo:becauseimaddicted.net