Designing the brand’s own shoe collection was the natural next step in Frame’s evolution, according to cofounders and co-creative directors Jens Grede and Erik Torstensson.
Footwear is not entirely new to Frame, which launched a small sneaker collaboration several seasons ago and a boot capsule created with Tamara Mellon last fall. But this is the first time that Torstensson and Grede have truly explored the category in its entirety.
“It is part of the whole look for the Frame woman, which has been our ambition since Day One,” Torstensson said. “It was a very natural build. We famously started with jeans but then added a head to toe look with ready-to-wear and also have handbags.”
In many ways, the recent boot capsule with Tamara Mellon served to inform what the Frame woman wanted from the brand including style, the delivery of exceptional quality, comfort and a great price. “We don’t always want to wear sneakers and I don’t think a lot of women always want to wear heels,” Grede said. “So we wanted to have just really chic, casual shoes that deliver for [her] lifestyle.”
Frame’s shoe collection launches with styles that are designed for everyday comfort featuring sandals, mules, ballet flats and more.