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Shop Talk: Denim "It" Brand Opens it's Fourth U.S. Boutique in Aspen

By Etta Meyer | June 21, 2018 | Style & Beauty

The “it” jeans empire frame sets up its fourth U.S. boutique, bringing denim and other sartorial essentials to town.


Aspen’s proximity to nature requires a certain utility in its dress code. Fashion decisions are, by necessity, connected to the weather and activity of the wearer more than what may be the case for an urban dweller. That’s not to say the typical Aspenite is unaware of style, quite the opposite; there is an easy elegance in a purposeful uniform. It’s also why the arrival of the new Frame store on East Hyman this summer is so eagerly anticipated. In the words of the fashion brand’s co-founders, Jens Grede and Erik Torstensson, Frame creates denim and knitwear staples for the “well-heeled, well-traveled, fashioncentric American woman who tries to dress effortlessly chic every day.” Aspen was the perfect fit for Grede and Torstensson’s fourth store due to its relaxed atmosphere and, they explain, its reputation as a “longtime luxury destination that is becoming an even more exciting and esteemed place in American fashion.” The store will carry Frame’s full women’s and menswear denim lines, readyto- wear collection, its newly launched Italian leather handbags and Aspen-exclusive knitwear and retro-motif T-shirts. 535 E. Hyman Ave., Unit 103,


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