Dapper Swedish Duo’s Cool New Store Moves Into Shuttered Space in Highland Park Village: Jumping Into the Frame

When Diane Von Furstenberg bid adieu to its Highland Park Village boutique a few weeks ago, a contemporary denim label with a hip cult following (Kate Moss, Beyoncé, Daniel Craig, Kanye West) moved in.

Frame, launched in 2012 by dapper Swedish duo Jens Grede and Erik Torstensson, who also founded fashion-marketing group Wednesday Agency and the biannual Industrie magazine, debuts its first Texas store today (Thursday, February 15).

But you won’t find just denim — the brand recently expanded into women’s and men’s ready-to-wear, including cashmere, silk, leather, and suede pieces.

In line with its minimalist aesthetic, Frame’s Spring 2018 womenswear collection (pictured above) features a white palazzo pant, cropped tan trench, sleeveless olive jumpsuit, and an LBD with slightly exaggerated sleeves. A new handbag line in collaboration with Sara Battaglia will launch this spring.

The Highland Park Village shop is Frame’s fourth in the United States. A fifth Frame store is slated to open in Aspen later this year.

Frame, 29 Highland Park Village, 469.620.0871.