Frame, the Los Angeles denim brand, is getting luxe again.
For the second time in almost a year, the denim company turned lifestyle brand founded in 2012 by Erik Torstensson and Jens Grede collaborates with the Ritz Paris to create a capsule collection that incorporates the logo of the famous hotel that opened in 1898.
On September 8, Frame and the Ritz Paris will present a 42-piece limited edition collection that includes clothing and accessories. Prices will range from $140 to $2,200.
“It was very natural to continue telling this story,” said Torstensson, from his home in the Hamptons. “We had 22 styles the first time and now we have 42.”
Returning to the lineup is the varsity jacket, which retails for $2,200, as well as a cashmere sweater for $598 to $648, and a baseball cap, the least expensive item, for $140. denim is included, as well as sweatshirts and t-shirts.
New to the collection are a padded jacket, pajama set, tracksuit, velvet smoking jacket, velvet slippers and high-top sneakers. There are even items for kids (sweatshirts that say “Junior Suite” and gifts for pets). “It’s like a more complete package,” explained Torstensson, who is also the creative director of Frame.
When the first collection debuted last fall, it quickly became a favorite among celebrities and fans who liked the idea of having something with the Ritz Paris logo on it. He was seen in Naomi Campbell, Jennifer Lawrence, and Kate Moss, among others.
This wasn’t Frame’s first collaboration with a luxury hotel. Three years ago, Torstensson moved to New York, where Frame opened a store on Madison Avenue.
At the time, the Frame co-founder lived across the street from The Carlyle hotel and thought it would be a nice gift to Manhattan to partner with the luxury hotel to create a small collection of Frame x The Carlyle merchandise. Last year, a larger collection was released.
Then Camilla Fayed, a friend of Torstensson’s whose father, Mohamed Al-Fayed, owns the Ritz Paris, called him after seeing The Carlyle collaboration. “She said, ‘How dare you not call me first?’” Torstensson recalled. “I said, ‘I’d love to do nothing but work with you… I’m all yours.'”
The Ritz Paris and Frame team worked on the first collection, which came out in late September last year and quickly sold out. Frame x Ritz Paris varsity jackets are now reselling online for up to $5,000.
This time around, the two companies are continuing that team design effort and having fun while doing it.
“A second chance to share our brand identity outside of our historic avenues has been incredibly exciting,” said Natalie Bader Messian, who sits on the hotel’s board of directors.
The new Frame x Ritz Paris collection will be sold on the Frame website, in the hotel and in some temporary stores. There will be a temporary exhibition for men and women at Bergdorf Goodman in New York, at Printemps in Paris and at Galeries Lafayette in Doha, Qatar.
Don’t be surprised if you see another collaboration next year. Torstensson said: “Hopefully, there will be more to come.”