First Look: Frame Opens on Melrose Place

Frame Denim - SQ 2016
Courtesy of Carol McColgin

Hollywood's go-to jean label sets up shop on Melrose Place.

New on the jean scene: Frame, a favorite of Reese Witherspoon, power stylists Petra Flannery and Micaela Erlanger and Karlie Kloss (she has her own "Forever Karlie" style), just opened its debut store on Los Angeles' Melrose Place (8467 Melrose Place, Los Angeles, 90069, 310-464-2270).

The London-inspired, L.A.-made blue jeans brand joins The Row, Irene Neuwirth and Violet Grey on what is arguably the city’s most charming yet upscale-cool, tree-lined shopping block. The inviting, sun-lit space was designed by Swedish architect Christian Halleröd (NYC’s Byredo and Stockholm's Acne Studios) with "warm minimalism" in mind.

Customers will soon be able to sip and shop as Frame’s floor-to-ceiling glass doors will open out to Alfred Tea Room (going in across the street from fashion blogger mecca Alfred Coffee, a.k.a., #ButFirstCoffee) and Moon Juice — both currently under construction. Here, Frame's co-founders Erik Torstensson and Jens Grede talk shop.

Pret-a-Reporter: Why'd you choose Los Angeles for Frame's first store?

Torstensson: L.A. is the home of Frame; we have our design studio in Culver City and we manufacture all of our denim here. (A second store is scheduled to open later this summer in downtown NYC).

And, what made Melrose Place your ideal destination?

Grede: We did not even consider anywhere else — it is such an iconic West Coast location.

What was your design inspiration — any particular references?

Grede: We wanted the store to reflect the label’s unique fusion of European and Californian design sensibility

Torstensson: Oversized windows allow West Coast light to engage with the space’s architecture and warm touches — Californian Redwood, a fireplace, stone and marble fixtures.

Who are your personal style icons?

Grede: They might be considered slightly unconventional, but Matt Dillon and Willem Dafoe. (Dafoe appears in the spring 2016 campaign for the new Frame men’s ready-to-wear).


What's the hottest selling Frame jean in L.A. vs. NYC?

GredeLe Skinny De Jeanne [a classic, mid-rise slim-fit jean] is our most popular women’s style across the board.

All photos by Carol McColgin