Jeaniuses: Frame Denim

The London-based label teams up with photographers Inez van Lamsweerde and Vinoodh Matadin.

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Jeaniuses: Frame Denim
Inez van Lamsweerde and Vinoodh Matadin for Frame Denim.

Jeaniuses: Frame Denim

The London-based label teams up with photographers Inez van Lamsweerde and Vinoodh Matadin.

Frame Denim’s Erik Torstensson and Jens Grede come up 
with some of their best ideas over dinner with friends. It’s where the London-based duo—who also run Saturday Group, a creative agency, and Industrie magazine, a navel-gazing glossy for the front-row set—hatched 
a collaboration with the photographers 
Inez van Lamsweerde and Vinoodh Matadin on his-and-hers jeans. Bearing 
I- and V-shaped belt loops, the styles 
(skinny, a little slouchy, and in a very specific 
shade of blue) took months to develop—
but then, such are the travails of working 
with fashion insiders. “They’re very precise artists,” says Torstensson 
of van Lamsweerde and Matadin. “But that’s what makes the whole process interesting.”