A Minute with Erik Torstensson
A Rapid Fire Q&A with Co-Founder of FRAME Denim
A Minute with Erik Torstensson: A rapid-fire Q and A with the Co-Founder of FRAME
In this rapid-fire interview, fashion expert and FRAME denim co-founder Erik Torstensson shares his insights on the industry, his brand, and his personal style. From navigating the ever-evolving denim market to revealing his go-to wardrobe essentials, Torstensson's candid responses offer a glimpse into the mind of a seasoned fashion insider.
Q: What is the best business advice you’ve ever been given?
Just do it. It wasn’t advice from a person but a good slogan from Nike that I feel has informed a lot of what I do.
Q: How did you get into fashion?
I started in branding, then co-founded Saturday Group where I moved into making ad campaigns as a creative director for many of the world’s top brands - Louis Vuitton, Calvin Klein, and Moncler, for example. And then, editing fashion magazines, becoming Editor-in-Chief of Man About Town and launching GQ Style and Industrie Magazine. At some point, I felt I wanted to learn about product and that’s how FRAME was born. During this, I was also photographing campaigns and editorials for the likes of Vogue, Net-A-Porter, and 032c.
Q: Where do you find your inspiration?
I try to consume A LOT of different things - art, furniture, news, books etc. The sum of all can be a great library internally for new ideas.
Q: What keeps you motivated?
The next thing, the next project. Trying to improve and learn new things at all times. 5. What is your least favourite trend in menswear?
So many. I had a hard time understanding the calf-grabbing, very tight jeans that people wore sooooo tight that they looked like a second skin. Together with sneakers that made them look taller. A very, very strange proportion to me.
Q: What is your favourite thing about working in the fashion industry?
The people and the quest for new ideas.
Q: What is your least favourite thing about working in the fashion industry?
So to contradict myself, sometimes I feel the tempo and the need for newness can be exhausting. I wish the industry focused a bit more on perfecting things rather than just chasing new.
Q: How has the denim market changed since you have been involved in the industry?
It’s in constant change. As it should be. When we launched it was all about skinny stretch jeans, then it was not… and then it will probably be again. Fashion is cyclical, it's the one thing we know about it.
Q: How does the California base of the company influence the overall look and feel of the brand?
I think it inspires a way of living, a dressed-down chic. We try to make clothes for people’s real lives.
Q: Three pairs of jeans you think every man should have in his closet
You find the perfect fit for you – for me, it’s a straight pair of jeans in rigid denim. Then you buy into it consistently in different washes. I’m very simple so it’s a light blue, a medium blue, and a black wash.
Q: What next for FRAME?
We are continuing to elevate the brand and expand our retail footprint. New stores and new collaborations are always coming and bring energy to the brand. We are in the business of creating desire.
Q: What is your go-to denim wash?
The perfect medium blue jean that leans a little to the light side has always been my obsession since day one. It’s very very hard to achieve this.
Q: If you could trade wardrobes with anyone in the world, who would it be and why?
Richard Avedon – he had impeccable taste. Made it look effortless even though you know he cared a lot. Looked as good in jeans and shirt as he did in a suit.
Q: What song is on heavy rotation for you right now
Steve Lacy's Dark Red
Q: In men's fashion right now, what do you feel is a trend and what is here to stay?
I’m not a fan of trends. At FRAME we talk more about style. For men, I really think it’s about investing in high-quality pieces that last and that suit your personality. Things you can pair easily with each other.
Q: Where is your favorite place to be?
I’m very happy at our house in Amagansett, I can both work there and have an amazing time cooking, playing tennis and hanging out with friends – it gives a nice life balance.
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