Los Angeles-Primarily based FRAME Opening its Boston Retail Retailer on the Coveted Newbury Avenue

BOSTON-FRAME, the Los Angeles lifestyle brand, its Boston retail store, opening located on the coveted Newbury Street in Boston. This store marks the twelfth store for FRAME and first in Massachusetts.

FRAME was founded in 2012 by Swedish duo Jens Grede and Erik Torstensson. Since inception, the brand’s devotion to heritage and quality of traditional craftsmanship have fostered a cult following of cultural heavyweights; from supermodels, leading tastemakers, music industry icons to Hollywood’s elite.

As with the brand’s existing stores, this location at 156 Newbury Street will continue to embody FRAME’s California chic aesthetic, featuring custom sustainable furniture designed with Atelier de Troupe, a design studio based in Culver City. Each store will feature the brand’s signature custom Douglas fir plywood tables juxtaposed with brass fixtures supplied by Compass3.

“As we continue our quest to become a more sustainable brand, it’s important and exciting for us to collaborate with local partners with a similar mission,” said Erik Torstensson, FRAME co-founder.

Materials and fixtures embrace a functional minimalism, reflective of FRAME’s retail lineage.
Textural elements create an elegant backdrop to showcase FRAME’s blossoming accessories
family, which includes the brand’s newest women’s shoe collection, and its coveted leather handbags.

Showcasing FRAME’s signature styles, each store features a handcrafted gridded denim wall. Sitting upon a brushed brass panel, this stylish denim display creates a library of FRAME’s most coveted wardrobe essentials. All stores will offer a full selection of FRAME’s women’s and men’s ready-to-wear and accessories collections.


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