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 popular 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 as 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.