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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 EDL