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

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.


"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!”
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


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.

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.