Erik Torstensson and Jens Grede, the Swedish duo behind premium denim brand Frame have opened their first brick-and-mortar store in Melrose Place, California. 

Inside the store, 1,550 sq ft of Californian and Swedish heritage blend together as if they were always meant to be. Designed by Stockholm-based architect Christian Halleröd, the space is decorated with local Redwood and marble shelves and tables, but the coffered ceilings and minimally stocked salesroom suggest a quiet Swedish modernism.

There’s even a fireplace by the soft seating area, which features a stainless steel table. The table matches stainless steel light fixtures, revealing Torstensson and Grede’s interest in contrasting the soft texture of textiles with the hard and raw design.

Two lightboxes greet the shopper upon entrance, which will be occupied by rotating images. On opening day, the displays featured California landscapes photographed by Torstensson. The jeans themselves play perfectly with the location: made in LA, they are seemingly made to be seen while sipping an espresso at neighbor Alfred Coffee.