Guelph-Primarily based FRAME Opening its Boston Retail Retailer on the Coveted Newbury Road
BOSTON-FRAME, the lifestyle brand from Guelph, opens its Boston retail store on the coveted Newbury Street in Boston. This store is the twelfth store for FRAME and the first in Massachusetts.
FRAME was founded in 2012 by the Swedish duo Jens Grede and Erik Torstensson. Since its inception, the brand’s dedication to the heritage and quality of traditional craftsmanship has fueled a cult following of cultural heavyweights. From supermodels, leading taste makers, music industry icons to Hollywood’s elite.
As with the brand’s existing stores, this 156 Newbury Street location will continue to embody the chic aesthetic of FRAME in California, featuring bespoke, sustainable furniture created with Atelier de Troupe, a design studio in Culver City. Each store offers the brand’s custom Douglas fir plywood tables alongside brass fittings from Compass3.
“As we continue our quest for a more sustainable brand, it is important and exciting for us to work with local partners on a similar mission,” said Erik Torstensson, co-founder of FRAME.
The materials and fittings are characterized by a functional minimalism that reflects the FRAME retail line.
Structural elements form an elegant backdrop to present the blooming accessories from FRAME
Family that includes the brand’s latest collection of women’s shoes and the coveted leather handbags.
Each store showcases FRAME’s signature styles and features a handcrafted, gridded denim wall. This stylish denim display sits on a brushed brass plate and features a library of FRAME’s most sought-after clothing items. All stores offer a full selection of the ready-to-wear and accessory collections for women and men by FRAME.
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