We were asked by London-based dance and fitness studio Frame to print some t shirts for their inaugural Well-Fit Festival.

We caught up with Frame’s Marketing and Events Manager Rosy Clark to find out more about the event, as well as what other projects the team at Frame have in the pipeline.

Q. Firstly, tell us about Well-Fit Festival. What was it all about?

A. It was a one-day concept festival in the heart of Shoreditch that showcased a ‘dream team’ of London’s health and fitness experts. It was based around eating, training and learning. We had food stalls from the likes of The Detox Kitchen, Goodlife Eatery and The Pressery. Training sessions took place in two studios throughout the day featuring an eclectic mix of classes. Plus we had talks from nutrition experts such as Natasha Corrett, Madeleine Shaw and Vogue editor Calgary Avansino, as well as fitness experts including Nike ambassador Joslyn Thompson Rule and Frame co-founder Joan Murphy. There were other treats too – a Kiehl’s consultation room, treatments from Smashbox and a Nike ID station.

A class at Well-Fit Festival

Above: A class gets underway at the first ever Well-Fit Festival


Q. How was the response to the t shirts?

A. The t shirts our staff were wearing were sold on the day, along with some other Frame merchandise ICON has printed for us. The response has been great so far. A lot of our clients have worn the printed tees both in and out of the studio. Some have bought them as gifts and shared their pictures through social media.

Q. Let’s talk about the history of Frame. How did it begin?

A. Frame was born in 2009 after two friends (Joan Murphy and Pip Black) decided to create somewhere they and their friends would want to work out. They both had a passion for sport and a mutual dislike for traditional gyms, so they wanted to create a place where getting fit could be fun and social, as opposed to a chore.

We now have two studios in London and are looking to open more over the next 12 months. We host over 550 classes across both studios every week. This massive range of classes means our clients never get bored, and we’re able to keep them fit and healthy while having fun.

Frame T Shirts by ICON Printing

Above: Screen printed vests, printed by ICON for Frame


Q. One of your studios is just around the corner from us in Shoreditch. Where in the neighbourhood does the Frame team like to hang out?

A. We’re spoilt for choice for places to go out, shop and socialise. For coffee we love Allpress and Slate. For a healthy juice we head to Lovage or Andina. For a post-workout breakfast it has to be Albion. If we’re feeling flush for dinner then we’ll go to The Bounday or Hoi Polloi. And none of us can say no to an after-work cocktail at Casa Negra on Friday.

For shopping, Aesop is the top of the list if we’re in need of some pampering. Luna & Curious is great for gifts and we love House of Hackney, Ally Capellino… the list is endless!

Q. What’s next for Frame?

A. We have lots of exciting new projects in the pipeline. Our new personal training service, Frame Personalised, is about to launch. This will enable our clients to work on specific goals on a one-to-one basis to support their training. We’ll be continuing our Frame On The Move programme this autumn, so expect to see us popping up in more exciting locations around London and collaborating with some awesome brands. And as I mentioned earlier, we’re on track to open some new studios in London next year. Watch this space!