Frame is coming to 258 King St.
If the name doesn't land, the customer list will. The Los Angeles denim brand has been worn by Taylor Swift, Kendall Jenner, Bella and Gigi Hadid, Sophia Bush and Sophie Turner.
Why it matters
Look at where else Frame has stores. New York. Aspen. Greenwich. Monaco, Shanghai, Amsterdam.
Charleston will be number 24.
That is the part worth noticing, more than the jeans. Retailers with that footprint do not open on a hunch. King Street is now being evaluated on the same sheet as resort towns and European capitals, which is either flattering or a warning depending on how you feel about what King Street used to be.
The brand
Frame was founded in Los Angeles in 2012 by Jens Grede and Erik Torstensson. It started as a single denim line built on a specific premise: European styling, relaxed California production. Bootcut, cropped, skinny, flare, petite, long.
It has since grown well past denim into a full men's and women's line of tops, bottoms, dresses and jackets. The materials skew expensive, leather and cashmere among them.
The details
The store is listed as coming soon on the company's website. Signage teased the opening on Monday, Aug. 17.
When it launches, hours will be 11 a.m. to 6 p.m. weekdays, 10 a.m. to 6 p.m. Saturdays, and noon to 5 p.m. Sundays.
This is a summary of an article published in the Post & Courier. Click here if you'd like to read that article.
