Frame Targets $300 Million in Sales After Founder Scandal and Leadership Overhaul

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6.22.2026

Quick Facts

Frame projects $300 million in sales in 2026, up from $170 million in 2022.
Co-founder Erik Torstensson stepped away in August 2025 amid a lawsuit filed by Net-a-Porter founder Natalie Massenet, who alleged he deceived her into spending $95 million on their shared lifestyle.
New CEO Silvia Merati joins from Golden Goose and will oversee a 6,000-square-foot Paris flagship opening this year.

Frame is projecting $300 million in sales this year, a milestone that arrives less than 12 months after one of its founders became the subject of a sprawling public legal dispute that drew international coverage and threatened the brand’s reputation.

The Los Angeles-based label was founded in 2012 by Erik Torstensson and Jens Grede. The two built the business on a luxury positioning strategy, packaging the first run of denim in individual boxes and shooting campaigns with supermodels including Miranda Kerr and Karlie Kloss. Revenue reached $130 million in 2018 and $170 million in 2022.

The Lawsuit and Its Resolution

In mid-2025, Net-a-Porter founder Dame Natalie Massenet filed suit against Torstensson in Los Angeles County Superior Court. Her filings alleged he confessed to being a liar, drug addict, alcoholic, and sex addict, and that he used her for social clout while she spent more than $95 million funding their lifestyle based on his promises to repay her.

Massenet alleged she introduced Torstensson to contacts including Vogue U.S. Editor-in-Chief Anna Wintour, designer Diane Von Furstenberg, and David and Victoria Beckham. Frame responded by announcing Torstensson had stepped away from the company to attend to personal matters, calling it unrelated to business operations.

Both parties later withdrew their lawsuits. The legal dispute is resolved.

New Leadership

Frame named Silvia Merati as chief executive officer. She comes from Golden Goose, where she served as CEO Americas and led direct-to-consumer expansion. She previously held senior roles at Yoox Net-a-Porter and Intermix.

With Merati’s appointment, Nicolas Dreyfus moves from CEO to executive chairman. Jens Grede, the other co-founder, remains chairman of Frame and manages investments through his holding company Popular Culture.

Merati said her focus will be international growth, retail development, and amplifying the brand’s creative direction. Dreyfus said her global experience and understanding of modern luxury retail position Frame for its next phase of expansion.

Product Mix and Paris Store

Frame’s product mix has shifted. Ready-to-wear now accounts for 55 percent of sales, with denim at 45 percent. Women’s ready-to-wear represented 15 percent of worldwide sales four years ago. It now accounts for roughly half. The company says total business has grown 50 percent over the past three years.

The brand is opening a flagship on Rue Francois 1er in Paris this year. The store spans approximately 5,900 square feet with a 500-square-foot terrace in the city’s Golden Triangle shopping district.

Merati described Paris as a cultural anchor for brands with global ambition, particularly for those building a European presence. The store is designed to reflect what she called a fuller lifestyle proposition beyond product alone.

Frame started with a single pair of skinny jeans. Fourteen years later, it is navigating a leadership transition, a founder exit, and an international retail push while chasing a nine-figure revenue target.