FRAME, a new British brand with an LA base as well, debuted its first collection this fall. Founded by Jens Grede and Erik Torstensson, along with former Creative Services Director at Lucky Brand, Josh Levine, the aim was to create the perfect pair of jeans in simple great quality denim.
The jeans are primarily cotton but with 5% PES and 2% Lycra in the core collection going up to 7% PES and 2% Lycra in the Luxe Noir style. PES is a type of polyester which helps the jeans stretch and retain their form. The team in LA has been developing the perfect mix of both so that the denim holds its shape and the recall technology prevents them from bagging out with wear. All the jeans are made in LA with the washes developed there as well. Fabrics are sourced from Europe.
It all sounds amazing if it’s true – still have to try on a pair to find out how true this is! Who doesn’t want a pair of jeans that don’t get out of shape? And my guess is that because of this stretch combination, they are only doing the skinny jeans. Wouldn’t make sense to do a boyfriend with that kind of stretch – would it, FRAME?