Frame (stylized as FRAME) is an American fashion-retail company that designs and sells high-end clothing for men and girls. the corporate is thought for its denim jeans and handbags sold at stores within the us that were first popular models Karlie Kloss, Miranda Kerr, and Emily Ratajkowski. Its headquarters is found in Los Angeles, California. Frame was founded in 2012 by Swedish entrepreneurs Erik Torstensson and Jens Grede following careers at creative agency, The Saturday Group, during which the founders sold a majority stake to Omnicom in 2015.

Frame's first product, the "Le Skinny de Jeanne," was first worn by actors and supermodels including Miranda Kerr, Poppy Delevingne, Lily Aldridge, Kate Bosworth, and Karlie Kloss. The company's first bag, a leather tote called "Les Second," was modeled by Sienna Miller, Katie Holmes, Alessandra Ambrosio, and Doutzen Kroes.

In 2014 and 2018, Frame founders Erik Torstensson and Jens Grede were named to Business of Fashion's BoF 500 list of individuals shaping the world garment industry. per The Sourcing Journal, Frame earned over $130 million in revenue in 2018.

When Frame released its first bag in February - an outsized structured leather tote named "Les Second" - co-founders Jens Grede and Erik Torstensson went with their signature marketing approach: Get the merchandise within the hands of frequently photographed models, like Hailey Baldwin and Doutzen Kroes, and watch the press coverage and sales flow in.

The strategy paid off dividends when Frame launched as a denim brand in November 2012, back when Instagram had a tenth of its current users and therefore the specialization in celebrities' "off duty" style was still ramping up. Frame's "Le Skinny" jeans and lambskin leather pants were quickly ubiquitous among a fashion insider crowd longing for a straightforward but stylized 1970s aesthetic. Consumers followed.

But the approach fell flat with Les Second. Frame is now one amongst many brands playing the model-influencer game. Plus, it's harder to make buzz around a tote - handbags are higher-ticket items purchased with less frequency than a pair of jeans, and therefore the market is simply as competitive. "It's like we never made a bag," Grade said.

The founders are prepared, however, to attend for sales to grow rather than anticipating the standard instant rush of orders for jeans. Frame is additionally tweaking its marketing approach by gifting differing types of influencers and featuring them in its new print magazine, launched in February, and highlighting the tote in its stores.

Denim made Frame famous, but Grade and Torstensson see accessories, and other non-denim categories like shirts and knitwear, as key to the company's future. While denim still accounts for 60 percent of sales on an annual basis, the brand shipped more units of ready-to-wear than jeans for the primary time in February. With over 1,000 wholesale accounts and five brick-and-mortar locations in la, New York, city, Dallas, and Aspen, Frame projects it'll hit $120 million in sales in 2018 and $170 million in 2019.