What FRAME does

FRAME is a Los Angeles-based modern luxury fashion label founded in 2012 that designs, produces, and sells premium apparel directly to consumers, anchored by a signature denim franchise and a broader ready-to-wear assortment for women and men. Core product categories include women's and men's denim (low-rise, wide-leg, straight, flare, bootcut, skinny and men's slim/straight/relaxed/baggy fits), tops, blouses, sweaters, knitwear, jackets, coats, leather and suede pieces, dresses, and accessories, with seasonal capsule collections such as The Summer Holiday Edit and the recurring FRAME x Ritz Paris drop. The company projects $300 million in sales for 2026 and serves affluent fashion-conscious consumers globally.

The business operates as a direct-to-consumer retailer through frame-store.com (shipping to 70+ countries) and 15 owned retail stores in the United States, United Kingdom, France, Monaco, and other European markets, with a 6,000-square-foot flagship planned in Paris. The retail technology stack runs on NewStore's Omnichannel Platform, which powers mobile point-of-sale, order management, inventory visibility, and store fulfillment across locations. Pricing sits firmly in the premium band (denim $198–$298, silk blouses $328–$498, leather jackets $598–$1,798, suede items up to $1,998, with collaboration capsules reaching $2,498+).

FRAME generates revenue almost entirely through direct product sales, supplemented by recurring high-profile capsule collaborations (Ritz Paris, Sotheby's, The Society Archive) and influencer/designer partnerships (Amelia Gray, Alexandra Leclerc) that drive both media coverage and full-price sell-through. Customer segments are horizontal personas spanning fashion-conscious consumers, dual-gender apparel buyers, and luxury capsule enthusiasts, served through editorial placements in Vogue, Forbes, BoF, and WWD, social channels (Instagram, Facebook, Pinterest), and email. The company is privately held, with co-founder Jens Grede serving as chairman; no venture capital or private equity funding rounds have been disclosed.

Name

FRAME

Legal name

FRAME

Website

https://frame-store.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

FRAME is a Los Angeles-based modern luxury fashion label (founded 2012) specializing in premium denim and ready-to-wear for women and men, sold via 15 owned retail stores globally and direct-to-consumer e-commerce across more than 70 countries.

Ownership category

akta.pro rank

Product category

Premium Denim & Ready-to-Wear Fashion

NAICS

Apparel Manufacturing (315)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industry

Luxury Denim & Premium Casualwear (CRAAAFAK)

Keywords

• Premium denim apparel
• Ready-to-wear fashion
• Luxury contemporary clothing
• Designer jeans label
• Womenswear and menswear

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: FRAME generates revenue through direct sales of apparel including denim, ready-to-wear, leather goods, and accessories through owned e-commerce and retail stores. The company projects $300 million in annual sales. Premium pricing strategy with items ranging from $148 to $2,498+.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

FRAME is a Los Angeles-based modern luxury fashion label founded in 2012 that designs, produces, and sells premium denim and ready-to-wear apparel for women and men. The brand operates its own direct-to-consumer e-commerce site and a network of branded retail stores, supported by capsule collaborations with cultural and luxury partners such as the Ritz Paris and Sotheby's.

Product overview

FRAME is a Los Angeles-based modern luxury fashion label projecting $300 million in sales, offering a unified product portfolio centered on premium denim and ready-to-wear apparel for women and men. The brand operates across 15 retail stores globally with a flagship planned in Paris. Core offerings include signature women's and men's denim in multiple fits, ready-to-wear categories (tops, blouses, sweaters, jackets, coats, dresses, pants), leather and suede goods, and seasonal collections like The Summer Holiday Edit and Best Sellers. FRAME differentiates through strategic collaborations including Amelia Gray x Frame, Alexandra Leclerc's Collection, ongoing FRAME x Ritz Paris capsule collections, FRAME x Sotheby's, and FRAME x The Society Archive menswear partnership. The brand utilizes NewStore's Omnichannel Platform for unified retail operations.

Differentiator

Problem solved

Functional benefit

Brands

• Amelia Gray x Frame: Collaborative collection with influencer Amelia Gray
• Alexandra Leclerc for FRAME
• FRAME x Ritz Paris
• FRAME Sotheby's

Products and services

• Premium Denim (Women's and Men's Jeans)
• Ready-to-Wear Apparel
• FRAME x Ritz Paris Capsule Collection
• FRAME x Sotheby's Capsule Collection

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• NewStorecoreTechnology or Integration · 23 March 2026Deployed NewStore Omnichannel Platform across retail operations powering mobile point-of-sale, order management, inventory, and store fulfillment solutions. Platform enables store associates to view sales, check inventory across locations, and complete mobile checkouts.
• Ritz ParisflagshipStrategic or Co-development Partner · 3 December 2025Fifth collaborative capsule collection with Ritz Paris featuring 30 pieces ranging from $148 to $1,298. Collection blends Parisian refinement with Californian ease, featuring heritage tailoring, cashmere knits, velvet pieces, and silk pajamas. Campaign shot at Hôtel Ritz Paris featuring Lou Doillon. Partnership marks five years of collaboration between the luxury fashion brand and historic Parisian hotel.
• The Society ArchivecoreStrategic or Co-development Partner · 4 November 2025First menswear collaboration with The Society Archive, marking expansion into menswear partnerships. Collection part of broader denim collaboration trend in fashion industry.
• Sotheby'scoreStrategic or Co-development Partner · 5 June 2025First collaboration between Frame and Sotheby's involving a faux auction event and privacy consent message. Partnership positioned as cultural exchange between fashion and auction house worlds.
• ThredUpminorStrategic or Co-development PartnerPartnership with ThredUp for sustainability initiative allowing customers to shop pre-owned fashion items through Frame x ThredUp portal.
• Amelia GraycoreStrategic or Co-development PartnerCollaboration with Amelia Gray featuring exclusive 24-hour access to collection through Vogue. Celebrity-driven collaboration leveraging social media and fashion influencer partnerships.
• Alexandra LeclerccoreStrategic or Co-development PartnerAlexandra Leclerc's Collection for FRAME featuring 23 items including denim, pants, tops, dresses, sweaters, accessories, and outerwear. Includes signature pieces like The Casino Top and The Alexandra Leather Trench.

Scale indicators3 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Rag & Bone: Rag & Bone is a contemporary fashion brand offering denim, ready-to-wear, and accessories with a New York heritage. Comparable to FRAME on premium casualwear, men's and women's assortment, and DTC plus specialty store distribution.
• AGOLDE: AGOLDE is a premium denim and ready-to-wear brand under Citizens of Humanity, selling directly to consumers with a focus on sustainable, elevated denim. Directly comparable to FRAME on product category (premium denim), customer base (affluent, fashion-conscious), and DTC positioning.
• Revolve Group: Revolve is a premium fashion e-commerce platform curating contemporary and luxury brands. Comparable to FRAME in serving fashion-conscious consumers with premium apparel and through owned e-commerce plus retail, though as a multi-brand retailer rather than a single label.
• Aritzia: Aritzia is a Canadian contemporary fashion retailer designing and selling multiple in-house brands including premium denim. Comparable to FRAME on premium price positioning, DTC retail stores, e-commerce scale, and men's/women's contemporary apparel.
• Mother Denim: Mother is a California-based premium denim brand with vintage-inspired fits and contemporary positioning. Closely comparable to FRAME on California heritage, premium denim focus, and contemporary luxury price points.
• Citizens of Humanity: Citizens of Humanity is a premium denim brand offering jeans and ready-to-wear with a focus on quality and sustainability. Directly comparable to FRAME on premium denim category, contemporary luxury positioning, and wholesale plus DTC distribution.
• 7 For All Mankind: 7 For All Mankind is a premium denim and apparel brand selling across DTC e-commerce and department stores. Directly comparable to FRAME on premium denim category, dual-gender assortment, and global retail/wholesale presence.
• Paige: Paige is a premium denim and contemporary apparel brand with strong DTC e-commerce and retail presence. Directly comparable to FRAME on premium denim assortment, men's and women's apparel breadth, and direct-to-consumer retail strategy.

Broad incumbents

• MR PORTER: MR PORTER is a global luxury menswear online retailer owned by Richemont. Comparable to FRAME as a relevant menswear distribution and aspirational reference, particularly relevant to FRAME's menswear extension via The Society Archive collaboration.

Emerging players

• Reformation: Reformation is a Los Angeles-based sustainable fashion brand offering premium womenswear with DTC stores and e-commerce. Comparable to FRAME on LA base, premium price points, sustainability narrative (FRAME's ThredUp partnership), and DTC-first model, though more women's focused.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/frame_brand
• Facebookfacebook.com/FRAME
• Instagraminstagram.com/frame
• Pinterestpinterest.com/framedenim

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FRAME