Erik Torstensson, the co-founder of Frame, a popular denim brand, has been busy expanding the brand as it celebrates its 10th anniversary. With recent store openings in London and New York, Torstensson aims to inject new energy into Frame. The brand’s sales reached approximately $170 million in 2022.
Torstensson, known for his fast-paced approach to business, discussed his plans over drinks in Manhattan. He mentioned the brand’s campaign shoot with David Sims and Gisele Bündchen during New York Fashion Week, as well as hosting a dinner at a restaurant called Jean’s, which had a humorous connection to Frame’s focus on jeans.
During his time in Paris, Torstensson held meetings to refresh Frame’s Los Angeles staff. He expressed admiration for Chemena Kamali, the brand’s creative director, who recently replaced Gabriela Hearst at Chloé. Torstensson also attended a Frame party in Paris with models such as Ashley Graham and Jessica Stam.
Torstensson recently moved to a rental property in New York with his partner, Natalie Massenet, and their children. They temporarily reside there while their townhouses are being renovated and joined together. Originally, they had planned to shoot a portrait at their Amagansett property, but Torstensson decided to use the rental’s unique spiral staircase as a backdrop, reflecting his love for framing shots.
Zooming out, Torstensson’s life is filled with luxury and success. Besides their properties in New York, he and Massenet also own Donhead House, a restored estate in the English countryside. Despite setbacks, such as a water leak that ruined their renovated townhouse, Torstensson remains optimistic and eager to take on new projects.
Torstensson and Massenet are influential figures in the fashion industry. Massenet founded Net-a-Porter and is involved in Imaginary Ventures, an investment fund. Torstensson and Jens Grede, his business partner, were the original power couple of the group, having met in London two decades ago.
Growing up on a farm in Sweden, Torstensson knew he wanted more from life. He pursued dance and skateboarding, eventually realizing his passion for creating content related to these interests. At the age of 23, he and Grede founded their agency, Saturday Group, which quickly gained clients and success.
Throughout their careers, Torstensson and Grede operated various businesses under Saturday Group, including a digital agency, sales agency, and public relations agency. They also started Industrie Magazine to gain influence and access within the industry.
Torstensson acknowledges that he lives in a bubble but finds it helpful for his business relationships. He believes that being well-liked and trusted opens doors for collaborations and friendships. With his simple and straightforward approach to branding, Torstensson has achieved remarkable success in his career.