Fashion Fridays: Frye Flagship Opens

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Footwear Webdesk
Fashion Fridays
August 5, 2011

Frye Takes New York
The legendary boot brand opens a flagship in Soho. —Angela Velasquez

The Frye Company opened its flagship store this Monday—the first in the heritage brand’s rich 148-year history. The 6,000-square-foot Spring Street store showcases the world’s largest collection of Frye products for men, women and children.

Jamie Laycock, director of marketing creative for Frye, says the design team was inspired by the richness of a craftsman’s workshop, vintage tools and old materials, which suited the company’s plan to make the flagship eco-friendly. Designed with antique and recycled materials, including old barn doors, exposed brick, tin ceiling tiles, reclaimed wood floor planks and old-fashioned fans, Laycock says the store is poised to be certified LEED by the US Green Building Council.

Along with exclusive services—including personal shopping, private fittings with Frye specialists, and hot stamping and boot tattooing customization—Frye wearers can find hallmarks of the brand throughout the store. Stacking tables are covered with Frye’s signature leathers and 10,000 harness rings, featured on its belted harness boots, cascade from the ceiling. “There’s a luxurious feeling to these materials,” Laycock explains, adding it was a challenging but fun experience reinterpreting Frye’s history into a store’s interior decor.

Frye plans for additional flagship stores in the States and abroad. In addition, a new ecommerce website and a social media platform to stay in touch with its customers base is in the works.