Frame teams up with the Ritz Paris for a capsule collection
Frame, the Los Angeles denim brand, is back at the Ritz.
For the second time in nearly a year, the denim company has become a 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 opened in 1898.
On September 8, Frame and the Ritz Paris will launch a limited-edition 42-piece collection that includes at both clothing and accessories. Prices will range from $140 to $2,200.
"It felt very natural to keep telling this story," Torstensson said, from his home from the Hamptons. "We had 22 styles the first time, and now we have 42."
Related GalleriesLet's go back to the range with the varsity jacket, sold for $2,200, as well as a cashmere sweater for $598 to $648, and a baseball cap, the cheapest item, for $140. Of course, denim is included as well as sweatshirts and t-shirts.
New in the collection are down jacket, pajama set, tracksuit, velvet tuxedo jacket , velvet slippers and high-top sneakers. There are even items for children (sweatshirts with the inscription "Junior Suite" and gifts for pets). "It's more of a complete package," explained Torstensson, who is also Frame's creative director.
When the first collection debuted last fall, it quickly became a celebrity favorite and fans who liked the idea of having something with the Ritz Paris logo on it. It has been spotted on 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 from The Carlyle hotel and thought that it would be a great gift to Manhattan to partner with the luxury lodge to create a small collection of Frame x The Carlyle products. Last year a larger collection was launched.
Next, Camilla Fayed, a friend of Torstensson 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? '” recalls Torstensson. "I said, 'I'd like to do nothing but work with you...I'm all yours.'"
The Ritz Paris team and Frame worked on the first collection, released at the end of September from the 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 this team design effort while having fun.
"A second opportunity to share our brand identity outside of our historic avenues has been incredibly exciting," said Natalie Bader Messian, a member of the hotel's board of directors.
The new Frame x Ritz Paris collection will be sold on the Frame website, at the hotel and via a a few pop-up shops. There will be a men's pop-up and a women's pop-up at...
Frame, the Los Angeles denim brand, is back at the Ritz.
For the second time in nearly a year, the denim company has become a 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 opened in 1898.
On September 8, Frame and the Ritz Paris will launch a limited-edition 42-piece collection that includes at both clothing and accessories. Prices will range from $140 to $2,200.
"It felt very natural to keep telling this story," Torstensson said, from his home from the Hamptons. "We had 22 styles the first time, and now we have 42."
Related GalleriesLet's go back to the range with the varsity jacket, sold for $2,200, as well as a cashmere sweater for $598 to $648, and a baseball cap, the cheapest item, for $140. Of course, denim is included as well as sweatshirts and t-shirts.
New in the collection are down jacket, pajama set, tracksuit, velvet tuxedo jacket , velvet slippers and high-top sneakers. There are even items for children (sweatshirts with the inscription "Junior Suite" and gifts for pets). "It's more of a complete package," explained Torstensson, who is also Frame's creative director.
When the first collection debuted last fall, it quickly became a celebrity favorite and fans who liked the idea of having something with the Ritz Paris logo on it. It has been spotted on 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 from The Carlyle hotel and thought that it would be a great gift to Manhattan to partner with the luxury lodge to create a small collection of Frame x The Carlyle products. Last year a larger collection was launched.
Next, Camilla Fayed, a friend of Torstensson 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? '” recalls Torstensson. "I said, 'I'd like to do nothing but work with you...I'm all yours.'"
The Ritz Paris team and Frame worked on the first collection, released at the end of September from the 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 this team design effort while having fun.
"A second opportunity to share our brand identity outside of our historic avenues has been incredibly exciting," said Natalie Bader Messian, a member of the hotel's board of directors.
The new Frame x Ritz Paris collection will be sold on the Frame website, at the hotel and via a a few pop-up shops. There will be a men's pop-up and a women's pop-up at...
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