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Meet Frama

Meet Frama

Meet Frama

Frama operates in various creative fields and interests, from Furniture, Lightning, Apothecary and Books to Apparel and even Kitchens. Their common denominator is a focus on natural materials and a mission to make theirs products which last a lifetime. We spoke to Niels Strøyer Christophersen - one of the founding partners of Frama. We spoke about finding the inspiration to juggle all of the many facets of design as well as his relationship with clothing. We hope you enjoy reading the conversation as much we enjoyed having it.

What’s your favorite occupation at the moment?

Actually, reading books about the combinations of design, philosophy and society. The other day, I stumbled upon a book called Human Space by O. F. Bullnow from1963. Unfortunately the most affordable used version came in at around 270 pounds - but I think I’ll save up the money to purchase it. I find it very interesting how people/mankind tend to complicate the subject of “being human” and also how little we actually appreciate all the free enjoyable small things in life such as nature, talks/conversations, cooking together, being together in general.  

Where do you find inspiration?

I find my inspiration in life; which easily can sound a little bit “clichéd”. But life is just around the corner and we just have to be curios enough to look for it and be open minded about it. And lower our expectations a little - losing control. Then the small things become very interesting and can easily lead to something bigger and important in the future.

 
"I find it very interesting how people/mankind tend to complicate the subject of “being human” and also how little we actually appreciate all the free enjoyable small things in life such as nature, talks/conversations, cooking together, being together in general.  "
 
"We wanted to combine the classic ”Americana” with a modern european look, respecting the past but putting the brand, packaging, fits and fabrics into a contemporary context."
 

What’s your most important task in life and in your work?

To maintain myself and not be overtaken by the fast society and consumer trends - from gadgets, apps, sensation journeys and other entertainment craziness that's trying its best to get our attention.

Do you see any similarities in what you do with Frama and clothing design, production?

Frama is aiming for permanence and a long lasting approach to our creative inventions and this direction is becoming a stronger part of fashion as well. Especially clothing companies based in LA and California in general are focusing on natural materials and sustainable production. The growing annual event in Malibu that I was visiting last year Mercado Sagrado is a proof of this new direction, which also is a lifestyle change in general. This is also why the corporate fashion houses are suffering these days and will have to adopt to the new demand from the market.  

What does clothing mean to you?

Clothing is very much linked to my mood and person in life and is not an obvious fashion statement. Since my mood and person is pretty down to earth and casual my clothing is as well. Mostly, I keep in mono-colours of black, cream, grey and white. Can be in combination - haha. But within this colour range I have quite a wide “timeless” assortment I would say. I don't have outfits for different occasions... My work wear is my reception clothes and vice versa - that's why I have a hard time with dresscodes because people will suddenly expect something extra ordinary which my wardrobe doesn't have at all. What I appreciate mostly with clothing is actually fit/form and material within the colour scheme. The rest does not matter actually. Somehow it becomes a uniform with flexibility.  

 

Why is Goods a good partner for Frama?

Goods is for many reasons a good partner (for us)... they are a so-called neighbourhood store, and since I live 5-10 minutes in walking distance from the store, it makes it a very convenient store for me. There is a clear and very natural link to furniture and objects and the clothing direction of Goods and its very few stores that master that combination and spirit. The atmosphere at Goods is very suitable for the selected items by Frama, including the St. Pauls Apothecary Collection - made in Denmark. Goods is clearly the mentality of think globally, act locally.

Would you like to recommend something?

I would like to recommend a walk in the neighbourhood around Goods store by walking towards the ecological baker at Rosenvængets Allé and enjoy the private villas and the trees in combination with the variated apartment buildings. Also, a pasta dish at restaurant Fisher is the perfect place to get your hunger balanced out.