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Erik Torstensson & Jens Grede

Founders, Frame & Co-Chairmen, Wednesday Agency Group

They founded popular denim label Frame, while their agency has executed projects such as the Jeff Koons collaboration with Louis Vuitton.

Biography

As co-founders of the Wednesday Agency Group, a multi-media fashion marketing agency, Jens Grede and Erik Torstensson are serious multi-taskers. The pair oversee 12 separate companies and operate in the fields of public relations, art direction, talent brokering and sales and brand management, as well as helming Frame Denim, a denim label stocked in Net-a-Porter, Selfridges and Nordstrom.

In 2009, following a brief turn as editors-in-chief of fashion magazine Man About Town, Grede and Torstensson launched Industrie magazine, a biannual publication chronicling the defining people in the fashion industry. In 2012, they launched Frame Denim, a jeans line produced in and distributed entirely from Los Angeles. In June 2013 the duo collaborated with model Karlie Kloss to launch a line of jeans for taller women.

Swedish natives Grede and Torstensson met while working at interior design magazine Wallpaper. Torstensson, the youngest student ever to attend the prestigious Swedish Berghs School of Communication, was personally approached by Wallpaper founder Tyler Brûlé to join his magazine and media agency in London. Grede joined shortly thereafter, following a position at independent fashion magazine Stockholm New.

The duo left to start Saturday in 2003, a London-based creative agency. Through strategic acquisitions of other small agencies and a joint venture with the Independent Talent Group, Saturday rapidly evolved into a group of companies.

In 2012, they launched Frame Denim with the aim of crafting a perfect pair of blue skinny jeans. The brand soon garnered a long list of international stockists and celebrity endorsements, and has now expanded into menswear. In 2016, it had a turnover of £60 million.

Career

Saturday Group

Saturday Group

Co-Founders

2009 - Present

London, United Kingdom

Man About Town Magazine

Man About Town Magazine

Industrie Magazine

Industrie Magazine

Vital Statistics

Nationality

Sweden

Location
United Kingdom
Member since
2013

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What is The BoF 500?

The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.

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