Since 1863, Frye has continued to be a leader in creating quality, hand-crafted footwear. In 2022, shoe manufacturer Footwear Unlimited entered into a licensing agreement with Authentic Brands Group to manage the brand and continues to drive the vision, innovation and design that endures today.
Since its acquisition, Frye underwent a series of changes. The company realigned its distribution channel, as the brand had many unintentional products in the marketplace; the past design and development teams in the U.S. and Mexico were rehired to help restore and re-imagine today’s product offering. The company continues to focus on heritage patterns including the iconic Campus boot.
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“Frye is an iconic heritage brand with a rich legacy that is seeing amazing growth,” said Pat Mooney, chief executive officer of Footwear Unlimited. “The brand has expanded the collection to include a wide assortment of casual patterns to complement the robust boot assortment the brand is known for.”
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Under Footwear Unlimited, Frye has doubled down on the brand’s ethos of quality product, celebrating its heritage styles and evolving the product offering to meet today’s consumer needs. Frye said that consumers have positively responded to the new designs and their core and fashion patterns.
“The brand’s DNA is infused into every pattern we design — materials and craftsmanship are always top of mind,” said Andrew Tastad, general manager of Frye. “The Frye brand is timeless; we don’t need to chase trends. We design our products around our timeless heritage, quality craftsmanship and materials. We are the leader in the category.”
Moreover, Frye said customer expectations continue to evolve towards ease of wear and comfort — which the brand has addressed with more casual styling in the assortment, while maintaining its commitment to craftsmanship.
Additionally, the company has developed new factory relationships that allow Frye to expand on designs, categories and price points without compromising on quality.
Tastad explained that their design team has extensive experience with the brand and is passionate about digging into its archives for design inspiration and re-imagining many of the vintage styles. “Today’s consumer is all about authenticity, this is where the brand naturally outperforms the competition.”
“We have worked thoughtfully to expand the brand’s product offering to include categories that may not have been available in the past from the brand,” continued Tastad. “Developing innovative designs and exploring new materials and unique treatments is what the Frye consumer expects from the brand.”
Frye’s rich heritage is most notably seen through its Campus and Harness boots — Rizzoli created a book titled “The Frye Company 150,” looking at the history of boots. The brand is most known for its usage of premium leathers and use of Goodyear welt construction across its core styles.
The Campus boot was first introduced in the 19th century and then became a must-have as a “function to fashion” boot in the 1960s. Two pairs are currently on display at the Smithsonian Museum as a representation of America’s boot-making history.
The Harness boot was inspired by the Civil War U.S. Cavalry and became a signature of the 1970s for its rebellious nature and has been worn by the likes of John Lennon, Jacqueline Kennedy Onassis, James Taylor, Sarah Jessica Parker and Brad Paisley.
“The Campus boot has made an impact in today’s fashion; it’s an icon for a reason,” Tastad said. “Quality craftsmanship and exclusive materials — it’s the genuine original. It’s never gone away and continues to hold an important place with our consumers. The Harness 12R boot has a rich history and is a hallmark Frye pattern. Made in full grain leather using Goodyear welt construction, it’s a durable style worn globally by celebrities, musicians and style rebels alike.”
The introduction of new categories complements the heritage of the brand. Thus far, Frye has expanded its men’s and women’s footwear lines to create a four-season approach to its collections by launching casuals, slip-ons, sneakers and sandals.
New styles include the Faith loafer, Paul chukka boot, Graham loafer and a new sandal assortment launching for the spring 2027 collection.
Last year saw the brand expand the distribution of its price point label Frye & Co. With youthful styling and re-imagining designs using vegan leathers, this diffusion line is an entry point for younger and trend-focused consumers — who are more price-conscious. Frye & Co. sees notable growth in the market.
With the launch of the new brand, the two paths and directions don’t overlap; each reaches the consumer uniquely in a different channel. However, Frye said the demand for both brands has surpassed business expectations.
Looking ahead, Tastad said, “We are just getting started as we begin to market Frye to a new generation; many consumers only know the brand from borrowing boots from their mother’s closet or vintage store finds. We are excited to share the authenticity and timeless design of Frye as we evolve the brand.”
To learn more, visit thefryecompany.com.