Collectors Gene Radio: Erik Torstensson - Co-Founder, FRAME Release Date: March 5, 2025

In this engaging episode of Collectors Gene Radio, host Cameron Ross Steiner dives deep into the art of collecting with Erik Torstensson, the visionary co-founder of Frame—a leading fashion brand renowned for its effortless sophistication and timeless design. Erik shares his personal journey, the evolution of his collecting habits, and how his passion for art and design influences both his personal life and professional endeavors.

1. Beginnings of a Collector

Erik opens up about his early days growing up on a farm in Sweden, where access to cultural items was limited. His initial foray into collecting began with skateboarding stickers and magazines, despite having limited resources.

Erik Torstensson [00:00]: "It was a pivotal moment when I got my hands on an issue of magazine called the Renown plus... I just thought, you know, I'd found my calling."

He reflects on his passion for skateboarding graphics and how this hobby inadvertently set the stage for his future career in design and branding.

Erik Torstensson [03:42]: "I really sucked at skateboarding... but I was very passionate about it."

2. Transition to London and Evolution of Collections

Moving to London at 19 marked a significant shift in Erik's collecting interests. He became captivated by fashion and graphic design magazines, which played a crucial role in his development as a graphic designer and art director.

Erik Torstensson [04:53]: "It was a pivotal moment when I got my hands on an issue of magazine called the Renown plus... I'd found my calling."

Erik emphasizes the importance of physical collections in an era where digital media dominates, highlighting his continued love for printed mediums.

Erik Torstensson [06:39]: "I still love the printed medium so much... these books are still incredible."

3. Collecting as a Personal and Creative Influence

Erik delves into how his emotionally driven collecting habits influence his creative process. His collections are not just about acquiring items but about storytelling, curation, and creating meaningful environments.

Erik Torstensson [06:59]: "I love beautiful things and I love beauty... editing your life to have a lot of beauty in it that is based on my taste is something that I take great pleasure in."

He discusses the balance between collecting and creating, distinguishing his active participation in the creative process from the passive act of merely accumulating items.

Erik Torstensson [11:05]: "I like being a collector, but I very much am a creator as well."

4. The FRAME Aesthetic and Collecting Philosophy

Erik explains how his personal collecting sensibilities are integrated into FRAME’s brand identity, particularly in store design and collaborations. He emphasizes cohesiveness and the importance of maintaining a consistent brand DNA that resonates with customers.

Erik Torstensson [12:53]: "I am the mood board of my life... but it needs to fit into the concept of what FRAME is."

He highlights the importance of curated environments, from furniture to art, in enhancing the customer experience.

5. Collaborations and Collectible Collections

A significant portion of the conversation focuses on FRAME's collaboration with the Ritz Paris, which Erik describes as a blend of brand heritage and innovative design. Unlike typical fashion collaborations that may feel fleeting, the Ritz Paris collection has evolved over two years, maintaining relevance and excitement.

Erik Torstensson [21:00]: "We're doing luxurious products... we try to have fun with it."

He contrasts this with FRAME's everyday chic offerings, noting that while the Ritz collaboration carries a sense of status and story, FRAME remains dedicated to wearable, day-to-day fashion.

6. The Collector's Gene Rundown

In the finale, Erik participates in the traditional "Collector's Gene Rundown," answering lighthearted questions that reveal his personal collecting anecdotes and aspirations.

• What's the one that got away?

  Erik shares a humorous story about bidding on Giacometti chairs, highlighting the lessons learned from his emotional bidding process.

  Erik Torstensson [30:26]: "I wish that was in my possession. It would be much nicer with two. But I learned a lesson for sure."

• What's next in your collecting journey?

  He expresses a continued passion for furniture and art, with a particular interest in completing his house with curated pieces.

  Erik Torstensson [32:24]: "My focus is only furniture and art... I'm in the process of finishing a house."

• If money was no object, what else would you collect?

  Erik dreams of owning public sculptures by Henry Moore, illustrating his desire to contribute to shared cultural spaces.

  Erik Torstensson [33:43]: "I would happily have a sculpture parked full of massive Henry Moore's."

• Who do you admire in the collecting world?

  He admires Peter Brandt and his colleague Nicholas Dreyfus for their expertise and shared taste, emphasizing the importance of knowledgeable partnerships in collecting.

  Erik Torstensson [34:23]: "Nicholas Dreyfus, who's the CEO of FRAME... he's very, very knowledgeable."

• The hunt vs. ownership: Which do you enjoy more?

  Erik prefers the thrill of the hunt and the curation process over mere ownership.

  Erik Torstensson [35:53]: "I like looking at things and experiencing things and living with things."

• Do you believe you were born with the Collector's Gene?

  He attributes his collecting passion to a mixture of innate curiosity and childhood boredom, making it an integral part of his identity.

  Erik Torstensson [36:32]: "Maybe, maybe... a large part of what I do in work is collecting information or visuals or experiences."

Conclusion

Erik Torstensson's insightful discussion on Collectors Gene Radio offers a profound look into how collecting transcends mere accumulation, serving as a foundation for creativity, personal expression, and brand identity. His journey from collecting skateboarding memorabilia in Sweden to co-founding a fashion brand that seamlessly integrates art and design exemplifies the profound impact that a passion for collecting can have on both personal and professional realms.

Note: All quotes are attributed to the speakers with corresponding timestamps for reference.