Erik Torstensson, Co-founder & Chief Creative Officer, FRAME

Founded out of Los Angeles by two Swedish branding experts, then based in London, with no experience in making product and inspired by French style icons of the 1970s, FRAME doesn’t appear to make any sense at all on paper. And yet, from the moment it arrived, the denim market was shaken up for good. And for the better. 10 years ago, at a time when it felt like the last thing the world needed was another denim brand, FRAME arrived with a minimalist design (indeed at the start it was just...