Though brick-and-mortar has experienced the brunt of a tumultuous year, Frame is optimistically approaching 2021 with a new store location in New York City.
The denim-turned-lifestyle brand opened a popup shop in its soon-to-be Manhattan flagship.
The popup shop highlights the brand’s new Fall collection and features a New York City-inspired photo exhibit by co-founder Erik Torstensson. Considered a “Love Letter to NYC,” the popup features Warhol-inspired polaroids of Frame’s A-list fanbase, including Hailey Bieber, Karlie Kloss, Imaan Hammam and others. The exhibit will run through early 2021, at which time it will be converted to its flagship.
“Our idea was to create a visually inspiring space for our customers, one that illustrates the energy of New York City and offers an enriched shopping experience,” Torstensson told Rivet.
The space, in general, is a homage to New York City icons. At the center of the space is a daybed made from the same metal material as the city’s subway grates by renowned architects Gisue and Mojgan Hariri. Frame also partnered with its neighbor the Carlyle Hotel, the storied respite that has become a central meeting spot for post-Met Gala antics. The Madison Ave. store sells an exclusive, limited-edition crewneck sweatshirt featuring the hotel’s iconic logo.
Recently, Frame has been busy launching its first footwear collection and introducing an FDA-acknowledged “24-Hour Jean” with compression technology. In November, Torstensson alluded to “aggressive plans” it had in store for 2020, including opening 10 stores throughout the U.S. and expanding into new apparel categories.
Frame has a store on Greene Street in New York City’s SoHo neighborhood.