If you know celebrity style, you’ll know FRAME. Founded by Swedish-born, LA-grown, and London-based Erik Totensson and Jens Grede, the brand has gained Hollywood status thanks to the countless celebrities, supermodels, and fashion icons that have fallen in love with its handcrafted jeans.

Having conquered their ambition of designing the perfect pair of skinny blue jeans, Totensson and Grede delved into the world of ready-to-wear, fusing Californian cool and Scandinavian clean lines, not forgetting the influence of London’s edgy fashion scene.


We’ve collaborated with FRAME to bring you the best of their past collections, brand-new and in perfect condition, at an exclusive price so you can seasonally and sustainably update your wardrobe with must-have essentials. From straight-leg to bootcut, Reluxe’s founder Clare reveals how to style a few of her favourites.

Le Original

A FRAME cult favourite for vintage-inspired style, the slim straight leg and high-rise waist of Le Original offers a casual yet curve-enhancing silhouette. Crafted from washed dark denim, these are a great find in the midst of the nineties revival that’s been dominating the runway. As the looser fit and distressed detail create a more casual look, I tend to pair mine with a simple yet stylish blazer for a polished, sophisticated take on ripped jeans


Le Nouveau Straight

Although the floor-sweeping, wide-leg style has been stealing the limelight lately, cropped jeans are a classic that will never date. Le Nouveau Straight sit just above the waist for a flattering but comfortable fit, finishing at the ankle. Make the most of the cropped cut to show off your favourite footwear. I prefer a statement pair of ankle boots, especially in the colder weather, if I want an outfit that can go from day to night. 

“No season is old season when it comes to good jeans.”

Clare Richardson, Founder, Reluxe

Le High Flare

If you’re following in the footsteps of FRAME fans Kendal Jenner and Gigi Hadid, baggy jeans are an essential for your denim collection. While the voluminous cut popularised by Gen-Z is great for experimental styling, they’re not always the most practical or long-lasting. The Le High Flare are an easy-to-wear choice that combines the figure-hugging nature of skinnies with the wide hem of 70s flares. The fitted high-rise waist means these jeans are perfect for tucking in an oversized shirt to add balance. 


Le Slouch

The ultimate cool-kid jean, made grown up by a slightly oversized boyfriend-style cut with just the right amount of tailoring. Le Slouch features a hip-slung waistline, ideal for trend-lovers looking to update their wardrobe without going to the extremes of Y2K-level low-rise jeans. If you’re feeling daring, go for a midriff-skimming baby tee or cami. 

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