Domestic denim manufacturer Frame opens its doors today at 2142 Fillmore St. (and Sacramento) in Pacific Heights. The location was formerly home to Marc by Marc Jacobs until it closed last year.
The opening marks the third brick-and-mortar location for the brand, which recently opened its first store outside of Los Angeles in New York last month.
"When the location opened up on Fillmore, one of our favorite shopping streets in the US," the company's owners, Erik Torstensson and Jens Grede, told us through their spokesperson via email, "it was too tempting to say no."
Torstensson and Grede, the duo behind the brand, are both originally from Sweden. They founded the company in 2012 with an aim to "bridge the heritage and quality of manufacturing in Los Angeles with a distinctly European aesthetic."
Each retail outlet offers options for men and women from the Los Angeles-based fashion house, best known for its jeans. The Fillmore store also plans to offer a selection of exclusive products, including certain types of pants.
The new location boasts fresh white paint on the exterior and a minimalist interior design. Large windows predominantly feature back-lit images from a recent campaign shot by Bruce Weber, known for his work with Calvin Klein in the 1990s. Photographs also show models swaddled in denim in what W Magazine called "a new take on the Canadian tuxedo."
In addition to the new location, FRAME will continue to sell its clothing at Intermix down the street, as well as Theory, Nordstrom, Neiman Marcus, Saks and Barney’s in San Francisco.
The Fillmore Street corridor is seeing changes as merchants come and go. After Marc by Marc Jacobs closed last year, a Bite Beauty Lip Lab pop-up moved into the space, offering custom-blended lipsticks.
The company is now renovating the space two doors down at 2132 Fillmore, where they intend to open permanently early next month.
Frame is open Monday–Saturday, 11am-7pm, and Sunday, 11am-6pm. Jeans range in price from $200 to $500.
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