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  • Writer's pictureMary Ann



The Frye Company celebrates its authentic heritage styles and Americana music roots with the Fall 2018 campaign “The Original. The Authentic. The Only.”, featuring acclaimed Nashville singer-songwriter Margo Price and rising rock-country star Lukas Nelson.

Shot on location in Arizona by celebrated photographer Koto Bolofo and stylist Tony Irvine, the Fall campaign includes each Frye category: belts, scarves, bags, hats as well as the recently launched men’s and women’s ready-to-wear. The categories are all paired with Frye’s most iconic and recognizable footwear styles - inspiring an effortless spirit of adventure, courage, individualism and freedom.

“The Original. The Authentic. The Only.” campaign underscores the common ground between the brand’s authenticity and the original sound of the featured talent. Lukas Nelson, son of Willie Nelson, founded the band Lukas Nelson & Promise of the Real, recently produced and co-wrote the music for the remake of “A Star is Born,” staring Lady Gaga and Bradley Cooper, and has toured with Neil Young. Over the years Lukas and his bandmates have built a devoted following with their distinctive style of Americana music. His songwriting and performance reveal a desire to tell stories and carry on the tradition of roots-based music.

Singer-songwriter Margo Price, known for her courageous honesty and precision in songwriting, has a kinship with Frye’s longstanding tradition of finely crafting unique styles. After entering the spotlight with her 2016 debut ‘Midwest Farmer’s Daughter’ – which debuted in the Top 10 on Billboard’s Country Albums Chart and earned her a performance on SNL – she continues to raise the stakes and tell the stories of everyday people no matter the cost. Her latest album “All American Made” earned her 3 nominations for Best Song, Best Artist, and Best Album at the upcoming 2018 Americana Awards, with Rolling Stone saying: “No other country act, and precious few from any genre, went nearly as deep as Price did this year.” Margo’s real-deal country grit and rich, genuine sound resonates with fans in both Nashville and beyond.

“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 Washinton DC 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 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. That promise is held deep within the brand’s DNA. Against the backdrop of the great American landscape, Frye’s place in history is assured.


In 1863, John A. Frye opened the doors to his very first store, paving the way for countless generations of artisans. As the original craftsmen of American footwear, Frye continues to honor a passion for creating iconic styles using the finest leathers. Rooted in tradition, Frye was originally inspired by our everyday American heroes over the decades. Cavalry infantrymen. World War II soldiers. Fighter pilots. Factory workers. Word of Frye’s uncompromising quality and reputation spread. Frye has since become an American icon, worn by the courageous and the cool, from John Lennon to Jackie O.


Koto Bolofo was born in South Africa in 1959 and raised in Great Britain. Bolofo has photographed for prestigious magazines including Vogue, Vanity Fair, and GQ. He has created award-winning short films for acclaimed international film festivals, as well as advertising campaigns for brands including Hermès, Louis Vuitton, and Dom Pérignon. His books with Steidl include Venus, I Spy with my Little Eye, Something beginning with S, Vroom!, La Maison and Grande Complications.


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