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The Original. The Authentic. The Only.

This spring, Frye celebrates its authentic heritage styles and Americana roots with the campaign, “The Original. The Authentic. The Only.” Shot on location in California, the campaign features Lukas Nelson and Promise of the Real, Valerie June, Devon Gilfillian, Pamela Tick and Alana Hadid.

Photographer Koto Bolofo and stylist Tony Irvine artfully capture an effortless spirit of adventure, courage, individualism and freedom.

What They're Saying...

FRYE makes pieces that are fashionable and timeless... durable and authentic. Like listening to your favorite record on repeat and having it only get better with time. They've been creating awesome boots since the 1800s!

Valerie June

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


For over 156 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 Spring campaign depicts that promise, held deep within the brand’s DNA, against the backdrop of the great American landscape.


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.

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Celebrating Quality & Craft Since 1863.
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