If You Like Scandi Design, This Stylish Danish Brand Should Be on Your Radar

published Feb 14, 2022
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Credit: Maxwell Ryan

Nestled in New York City’s Tribeca neighborhood, 180 the Store is a shopper’s paradise for stylish apparel, jewelry, homewares, and much more. Run by owner Denise Williamson, there’s something to discover around every corner of this brick-and-mortar. Williamson’s curation is stellar, and that’s where the Danish brand FRAMA comes in.

FRAMA is a 10-year-old multidisciplinary brand that specializes in home and bath products — and 180 the Store is the exclusive importer of FRAMA goods stateside.

If you’re at all into AESOP personal care products, then you’re probably going to want to know more about FRAMA. The look, feel, and even scent of the brand’s hand wash, body wash, lotion, and haircare products remind me of classic AESOP. These products come packaged in beautiful bottles, making them a great housewarming gift for that person who loves luxe lotion. Simply add some ribbon or a bow, and you’re golden!

FRAMA also makes furniture, which is ultra ideal for those whose styles lean minimalist, mid-century modern, or Scandi. They also make home and entertaining pieces, including glassware, candles, and kitchen supplies, and offer lots of lighting solutions. Whether you need a new table lamp or are in the market for an overheard fixture, FRAMA likely will have something that’ll strike your fancy.

Credit: Frama

I, for one, am eager to begin working a few of FRAMA’s items into my home, and I’m not alone. Maxwell Ryan, founder and CEO of Apartment Therapy, is also a fan. “My particular favorite is their ‘shelf library’ system that is a stunningly beautiful adjustable shelving system that comes in wood, brass, and stainless steel,” Ryan says. “It’s a showstopper.”

Though FRAMA pieces are an investment, their authentic, timeless nature makes them worth the splurge if you can swing it. “You’re getting the best of Danish design, and these items are collectibles for life,” Ryan says.

Credit: Sarah Lyon
Dishes, cups, bowls... FRAMA can cover your whole house.
Credit: Maxwell Ryan
This shelving system is fully modular and comes in metal or wood as seen below.
Credit: Maxwell Ryan
FRAMA also has their own line of lovely body and hair products under their label St. Paul's Apothecary.