in the frame

Hip LA-based denim shop unveils Houston flagship at River Oaks District

LA-based denim shop unveils Houston flagship at River Oaks District

Frame Denim
Frame Denim is coming to Houston.  Photo courtesy of Frame Denim

Fab fashion label Frame Denim has announced the opening of its first Houston flagship in River Oaks District this December. Co-founded by Swedish designers Jens Grede and Erik Torstensson in 2012, the Los Angeles-based contemporary denim atelier is now an established lifestyle brand that makes apparel, accessories, and menswear.

Known for taking cues from the French and their "dressed up casual" style, Frame has become a household brand thanks to "It girls" Kaia Gerber, Jessica Alba, Kendall Jenner, Bella Hadid, and Kate Moss.

"Frame is excited to open its second retail location in Texas, located in Houston's River Oaks District. This exciting expansion will mark the brand’s ninth brick and mortar store," says Angel Xu, of Frame, in a statement.

The fashion label will occupy space next to the new Veronica Beard store and adjacent to Bella Rinova salon. 

Additionally, Frame has recently launched a collection of sustainable denim, WWD reports. Following their launch of eco-friendly cashmere, the publication notes that Frame’s sustainable denim collection is produced at a sustainable mill for denim fabric, where the re-crafted styles are now made with eco-minded raw materials, including recycled polyester made from post-consumer plastic bottles and organic cotton.

"We are thrilled that the River Oaks District has become the premier destination for some of the world's most sought-after brands to enter the Houston market,” said Festival Companies CEO Rosalind Schurgin, in a release. "Frame's accessible luxury further enhances a curated mix of retail, dining, and entertainment that speaks to a variety of audiences."