[EN] Erik Torstensson | Co-founder and Chief Creative Officer of FRAME: The extraordinary journey of a creative serial entrepreneur

TheBoldWay (ex EDLM)

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➜ TheBoldWay Newsletter: https://www.theboldway.fr/newsletter

Today, I find myself at the Ritz alongside Erik Torstensson, serial entrepreneur, co-founder, and Chief Creative Officer of FRAME, as well as a photographer and investor.

Originating from a farm in the Swedish countryside, he moved to London at the age of nineteen to work at Wallpaper Magazine, before co-founding the Saturday Group with his partner Jens Grede. Their first client, H&M, was the starting point for many notable collaborations, such as the introduction of COS at H&M and the collaboration between Justin Bieber and Calvin Klein.

Transitioning from the role of creative director at an agency to that of founder and editor-in-chief of the men's style magazines Man About Town and Industrie, Erik also contributed to creating Mr. Porter, the male version of Net-a-Porter. In 2012, with Jens, he launched FRAME, a brand based in Los Angeles that quickly achieved international success.

During our exchange, Erik explores the various aspects of his involvement in the creative and fashion industries, looking back on his journey from the beginning, discussing pivotal meetings, and emphasizing the importance of staying current and constantly reinventing oneself.

I loved interviewing Erik, and I hope you will enjoy listening to him just as much.

➜ Find all the references and photos taken during the recording at www.theboldway.fr

What you will learn in this episode:

• How he presents himself to the world
• How boredom fueled his creativity
• The beginnings of his career
• His decisive meeting with Tyler Brûlé
• The integration of digital into his work process
• The importance of not being afraid in his projects
• The importance of evolving and staying in motion
• Knowing when it is time to stop a project
• The importance of the product for a brand
• Being open to change and novelty
• Not being afraid of failing
• What motivates him in his career
• His view on being able to dream big
• The pursuit of evolution in all his projects
• The importance of context when launching a brand
• The significant steps in his career
• How he made a difference with FRAME?
• The added value of AI as a creative director
• Recognizing what one knows and does not know
• What he would do differently if he had to start over
• Whom he would like to hear on this podcast

References:

Personalities and collaborators:

• Tyler Brûlé: Founder and editor-in-chief of Wallpaper and Monocle magazines
• Jens Grede: Partner and co-founder of the denim brand Frame
• Fabien Baron: French photographer and creative director who has spent his career working for prestigious fashion magazines (GQ, Vogue Italia, Interview, Harper's Bazaar US, The Face...)
• Anja Rubik: Swedish model
• Natalie Massenet: Fashion entrepreneur and former journalist, who founded Net-a-Porter. She co-founded Imaginary Ventures and became the non-executive co-chair of Farfetch.
• Mikael Schiller: Executive Chairman and co-owner of Acne Studios.

Magazines and media:

• Wallpaper Magazine: Design magazine founded in 1996 by Tyler Brûlé in London.
• Saturday Group: London-based creative agency founded by Erik Torstensson and Jens Grede, which transformed into a group of companies
• Wednesday: digital creative agency founded by Erik Torstensson and Jens Grede
• Tomorrow: Distribution and sales agency
• Industrie magazine: Magazine featuring personalities working in the fashion industry
• Man about town: Fashion magazine Brands:
• Berghs School of Communication: prestigious communication school in Stockholm
• Stella McCartney: Fashion brand founded by Stella McCartney, daughter of Paul McCartney
• Frame: Brand founded in 2012 produced and distributed in Los Angeles
• Mr. Porter: High fashion market
• Calvin Klein: American luxury ready-to-wear brand
• Uniform: Swedish perfume house

Nb: TheBoldWay ou The Bold Way, anciennement connu sous le nom de Entreprendre dans la mode ou EDLM , est un podcast produit et réalisé par Adrien Garcia.