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The original. The authentic. The only.
horses on a ranch
woman on a bull
man sitting on a motorcycle

This fall, Frye celebrates its authentic heritage styles and Americana roots with the campaign

“The Original. The Authentic. The Only.”  Shot on location in Arizona,

the campaign features Lukas Nelson, Margo Price, Devon Gilfillian and Pamela Tick.

Photographer Koto Bolofo and stylist Tony Irvine artfully capture an effortless

spirit of adventure, courage, individualism and freedom.

WHAT THEY'RE SAYING...

“I’ve traveled many miles in Frye boots. I wear them on stage for shows, when I’m in Tennessee working on the farm or when I’m walking a million miles in New York City. There’s nothing like a perfectly
worn pair of Fryes.”
Margo Price

“I got my first pair of Frye boots when I was in Washington, D.C., with my Dad to play the ceremony where he was presented with the Library Of Congress’s Gershwin award. I tend to beat up my boots on stage, and I love that my Fryes are so sturdy
and built to last!”
Lukas Nelson

duo jumping in the desert
billy stitch boots

155 YEARS OF FRYE

For over 155 years, Frye’s iconic boots have defined eras, embodied social movements, outlasted trends and defied time. Frye captures the essence of timeless American style – the promise of a dream. The Fall campaign depicts that promise, held deep within the brand’s DNA, against the backdrop of the great American landscape.

THE HISTORY

In 1863, John A. Frye opened the doors to his very first store, paving the way for countless generations of Frye artisans dedicated entirely to the art of craftsmanship. The result is beautifully made footwear, bags and accessories with a long and illustrious history.

man standing next to cactus
Fall 2018 behind the scenes
Fall 2018 behind the scenes
Fall 2018 behind the scenes
Fall 2018 behind the scenes
Fall 2018 behind the scenes
Fall 2018 behind the scenes
The original. The authentic. The only.