About Frame

After living a fast-paced London life for seven years, Pip Black and Joan Murphy were burnt out. They realised that they missed the feeling they had as children, when running around and being active wasn't laborious, but rather something that made you feel vibrant and energised. FRAME in Shoreditch was born out of the simple mantra that getting fit shouldn't be a chore, and the fun yet functional brands stocked in-store mirror this philosophy.

From the founder

"We wanted to create a place that was for everyone, no matter if they hadn’t worked out since high school P.E. or were a top athlete. We wanted to build a community, a space filled with positive energy so that FRAMERS would leave feeling like they could take on the world."