Since its launch in 2010, Frame has attracted a devoted and stylish following for its handsome, sustainable denim. Simultaneously, the brand developed a reputation for throwing some of the hottest parties around the world. Wednesday night in New York City, Erik Torstensson, Frame co-founder and chief creative director, did not disappoint. He gathered a glittering group to toast the third edition of his “Modern Man” coffee book, which captures male muses in the latest collection.
The Golden Swan, with its iconic address and bohemian provenance, provided the perfect setting for the revelry. Outside, the picturesque corner of Greenwich and 11th Street filled with models, musicians, and movie stars. The attractive attendees smoked, chatted, and laughed.
Inside, the eclectic coterie drank martinis and sampled Chef Doug Brixton’s delicacies. DJ Isaac Hindin Miller (also known by his online moniker, Isaac Likes) provided the soundtrack. At 6 ‘5 and 6’ 4, respectively, Olympian Conor Dwyer and NFL star Kenny Golladay stood a couple of inches above the crowd. The professionally beautiful Fernando Casablancas and Sean O’Pry sported Canadian tuxedos. Texas-born artist Fritz Von Eric posed with cultural commentator Jerome Parker.
Many in attendance were featured in the campaign. When asked about his casting, Torstensson laughs off the description. “I don’t pick them; they come to me.”
The result is a dynamic, diverse group of men that captures the irreverent, independent spirit of the brand. “It’s not about fashion,” Torstensson says. “It’s about style.”
The celebration, at the end of the quietest social season and just two weeks before New York Fashion Week kicks off, had the feeling of a reunion and pregame. The energy was electric. Guests clutched copies of “Modern Man” as they drifted into the night. The collection and the campaign are as sexy, classic, and cool as a great pair of jeans.