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How America's Oldest Footwear Brand Keeps That Independent Spirit

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This article is more than 6 years old.

Frye

When I think of Frye footwear, I picture Bono belting I Still Haven't Found What I'm Looking for on stage in Pittsburg, Pennsylvania circa 1988. His engineer boots are scuffed but sturdy.

Whether or not this memory is precisely true—I definitely attended the concert, not sure I could make out his footwear brand—that's the mood Frye boots evokes for me: a rebelliousness combined with optimism that was itching to rise to the surface in the flashy '80s. My own engineer boots were thrifted and a half-size too large, but they remained in regular rotation well into the '90s when they settled in nicely with my flannels, bodysuits and ripped jeans.

What I didn't realize until I wrote this article is that Frye is the oldest shoe brand in the United States. In 1863, John A. Frye opened the first Frye store on Elm Street in Marlboro, Massachusetts, creating one of America's original heritage brands. 

Much has changed for Frye—conglomerate Jimlar acquired the company in 1998, and it has changed hands several times until just last week Authentic Brands Group bought a 51% majority stake. The licensing company, which also owns Juicy Couture, Hickey Freeman, Judith Leiber and many others, now owns Frye in partnership with Global Brands Group Holding Limited. 

Yet somehow Frye remains a go-to for independent spirits, which is testament to a skillful leadership. So I reached out to Adrienne Lazarus, who became Frye's CEO in 2015, to find out how this 154-year-old heritage brand remains true to its roots while still appealing to those demanding millennials. Scroll on for the full interview!

1. How does FRYE look towards the future while honoring and highlighting the heritage of the brand?

"As the original craftsmen of American footwear we continue to evolve and engage, while staying true to the brand’s DNA. In Fall ’16 we launched the Modern Icons collection, our iconic originals redesigned with present-day inspirations. This year we followed up with the reissue of iconic western designs from our archive, reimagined with the authenticity of originals. Both collections are an embodiment of timeless American style that has outlasted trends.

The design of our stores celebrate Frye enduring artisan heritage, by incorporating materials that highlight the craft of old-school shoemaking, while creating a modern feel, using minimal fixtures and light wood detailing. We have received design awards for each generation of our retail stores; most recently the Denver location won Store of the Year at the Shop! Association Design Awards."

A photo from Frye's #MeetOurMakers campaign in Denver.

Hunter Lawrence

 2. How do you speak to both the older and younger Frye customer?

"By creating this inherent connection between the customer and the brand. Their mother or grandmother has worn Frye, and many of them are passed down. There is a visceral and tangible association between our iconic products and life experiences. Customers find a sincere and emotional connection with our story and are eager to invest in something that is long lasting.

Our younger customer connects through storytelling on social media, through our site and through in-store experiences. We create ties to the community, specifically to the younger members through partnerships with craftsmen, entrepreneurs, bloggers, and musicians. We recently launched FRYEDAYS at our Nashville location, a bi-monthly series of live acoustic performances by emerging and established local musicians.

Our Feeding America partnership opens doors to shared values with the socially conscious and the younger audience, beyond transactions. Through this program they have the opportunity to donate, volunteer and shop for a cause that is authentically meaningful to the brand."

Frye boots at High Water 2017

Frye

3. Same question in terms of marketing—how do you speak to various demographics?

"Since 1863, Frye has been dedicated to community, quality, craft, and we have programs in place that honor to those values.

One of our pillar programs, #MeetOurMakers, is an Instagram series that highlights the brand’s dedication to quality and craft. The program honors makers that are dedicated to craft and following their own path of creation. It's a docu-gram series of 15-second shorts that focus on local makers in each market we have a presence. The program comes to life through a contiguous rotation of pop-ups in-store. Our customers can make a connection between our brand and local artisans.

Another program, previously mentioned, is our Feeding America partnership, through which we are joining the fight to end hunger in America.

Frye has a long-standing heritage of giving back to the community, dating back to the days of our founder John A. Frye. This legacy of helping those in need is at the heart of our brand’s values, and we are committed to continuing the tradition by inviting customers to join us in our support of Feeding America.

This Fall, for every pair sold from the Made in the USA collection, a donation will be made to Feeding America, helping us reach our goal of providing over 3 million meals."

Frye store in Nashville

Frye

 4. The brand is growing with brick and mortar locations across the country. What do you hope to achieve with these new locations? Do you have expansion plans?

"As a 154-year-old brand with an evolving retail presence, we have the opportunity to generate excitement and build value. Our retail strategy includes identifying markets that have an affinity for the brand. By adopting locations where the customer loves Frye it is possible to create an experiential moment with the brand.

Now more than ever, retail locations need to offer something different. Therefore we enable our retail and design teams to create an authentic connection for Frye to the local customer. For example, our Nashville store has a music stage as its centerpiece, the San Francisco location incorporates technology with an interactive touch screen and the Denver location boasts the ultimate ski-lodge aesthetic. With each new location we aim to make a connection to the community and the neighborhood.

We plan to open in Lexington, Seattle and NYC’s Flatiron District, within the next few months. Each new location will feature unique in-store experiences and elements, as well as product that is exclusive to these shops."

5. Since some Frye styles (like the Engineer, Harness and Campus) are often associated with the 70’s/activism/idealism, have you seen an uptick in sales with so many people taking to the streets in protest and gravitating towards those 70’s styles and legacy brands?

"Interest in our iconic styles has been consistent; they are an embodiment of timeless American style that outlasts trends.  These beloved styles were inspired by everyday American heroes over the decades. Frye is an American icon, worn by the courageous and the cool of every generation."

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