IN THE FRAME

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Frame Denim has opened its second store in the US, in SoHo, NYC. The expansion on the East Coast follows a successful opening in Los Angeles.

 The building has a loft-style ambiance and is located on the ground floor of a six-storey ‘brownstone’. Within, the walls have been whitewashed, which provides a harp contrast with the light blue shelf structure that fills a wall and imparts an Ibiza summer holiday vibe to the whole.

FRAME

FRAME

 The space is minimalist with limited stock and furnishings. Large black marble tables dominate the space alongside a long silver table. Orange and tan rugs are used as props to add a Spanish touch. Three light tracks with spotlights add to the brilliant white feel.

 Frame Denim is considering San Francisco for its next store opening.

New York

51 Greene St, New York, NY 10013, USA