The Frye Co. will open a 2,000-square-foot store at 144 Fifth Avenue in the Flatiron District, its second Manhattan unit.
The 154-year-old brand has boosted its profile since Authentic Brands Group in April acquired a 51 percent stake from Global Brands Group Holding Ltd. for a reported $100 million. Both companies agreed to increase Frye’s global presence with new freestanding stores and in-store shops, including three units that bowed in July.
Frye’s owners also said they’ll grow the brand beyond its core boots category into sportswear, handbags and possibly even furniture — leather, naturally.
The Flatiron store is intended to highlight craftsmanship, which the company said is at the heart of brand. Raw elements such as concrete brush up against polished brass. Other elements are compared and contrasted, including Frye’s signature leather and metal harness rings, which create a show-stopping chandelier made from 10,000 harness rings hung on 2,500 leather straps.
Distressed plaster walls reveal the original brick and feature patterned tapestries and sleek, inconspicuous shelving constructed of metal rods, lending the space clean, elegant lines.
The Frye Co. considers itself “an American icon that can be seen on streets all over the world.”
Perhaps even more to the point would be that Frye’s boots are worn by consumers all over the world.
There are other reference points to Frye boots in the Flatiron store. Tables are shaped like a boot’s curved heel, while sofas and fixtures have softened edges to suggest the intimacy and comfort of a living room. In a nod to the Flatiron neighborhood, cast iron can be seen throughout the store. The entrance features a “Fauxsaic” typographic mosaic illustration as a door mat inspired by the series by graphic artist Nick Misani.
Frye’s new fall 2017 collection will be offered at the Flatiron store, along with classics, including footwear, handbags, leather goods and hats.
The brand’s heritage as the original craftsmen of American footwear is celebrated throughout the store with prominent displayed of the Made in the USA collection. Building on the brand’s partnership with Feeding America, Frye will make a donation for every pair of the Made in the USA collection sold, to help reach the goal of providing three million meals to the needy. Frye will also reissue its limited-edition Harvest tote, in 35 colors and three materials, and will donate $100 from each bag sold to Feeding America.
Emily Ratajkowski is one of the influencers starring in the Made in the USA campaign.
Also planned is a series of pop-up installations at Frye boutiques that will partner with local artists and merchants who celebrate the spirit of creating authentic works. The permanent collection of footwear from Frye’s archive will be displayed.