Frame is expanding its targeted clientele.
Yes, kids now can get in on the American fashion brand renowned for its collections in denim, cotton, leather and cashmere. Little ones will have the best jeans around— might we suggest pairing with Frame’s denim jacket and branded tee for a too-cool-for-school Canadian tuxedo look?
“This was a natural progression for us. After starting the brand with one pair of skinny jeans and successfully expanding to fully-fledged womenswear and menswear collections that include shoes, handbags, and other accessories, this was a no-brainer,” said Erik Torstensson, Frame’s co-founder and creative director “Don’t be surprised if this capsule turns into a permanent part of our collection offerings. We are so excited about this category expansion.”
The limited edition collection includes three short-sleeved tees in Noir, Blanc and Reflex Blue colorways; two logo sweatshirts and a denim jacket and straight-legged jean that come in blue or black.
What’s more, any purchase of Frame Kids goes toward a good cause. To celebrate the release, Frame will donate 20 percent of proceeds to their long-term partner Baby2Baby. The non-profit organization provides children living in poverty with basic necessities that all children deserve, such as diapers and clothing. In the last decade, Baby2Baby has distributed over 190 million items to children in need.
"From sponsoring our annual holiday party and giving the Baby2Baby children a magical experience to stepping up in times of crisis to support the families we serve during natural disasters and the COVID-19 pandemic, we could not be more grateful to Erik, Jens and the entire Frame team for all they do for Baby2Baby,” organization co-CEOs Kelly Sawyer Patricof and Norah Weinstein shared.
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In addition to Frame Kids, we have a sneak peak at their Spring 22 collection. This line is all about optimism, so you’ll see lots of splashes of color, like orange and blue. It also features more wide-leg style jeans, plenty of cashmere selects (including a skirt-sweater set that you’ll never want to take off) and fun patchwork on various denim items. In line with their sustainable mission, Frame SS22 includes the launch of “pure denim,” meaning the products are created using zero water.
See more below.
Photography by: Courtesy Frame
