It only took the Frye Co. about 150 years to open its first retail store. The beloved boot brand, which is perennially popular with people from all walks of life, manages to be both “heritage” and trendy at the same time. The footwear seems so ubiquitous now that it’s hard to believe that there hasn’t been a freestanding store until now.
Opening on August 1 in NYC’s Soho neighborhood, the store is meant to be a reflection of the brand’s history and unique DNA: “worn in, not worn out.” The shop was built of and features antique and repurposed materials; it will be one of the few stores in Soho to be certified by the US Green Building Council. Fixtures are made from iconic elements, like harnesses and bits, with plank floors and lots of brass adding to the charm. The company plans to open stores within the next few years in cities like Los Angeles, Boston, Dallas, Aspen, and London.
If you’re used to buying your Frye’s online with the choice of only a few styles, you will rejoice in the hundreds of styles that will be available in the store (this includes men’s, women’s, kids’, and accessories.) The store will also feature some cool customization options, like boot tattooing and hot stamping. If you already own a pair, you can bring them in for free hot stamping. Designer collaborations are also in the works–though reps were tight-lipped about who was involved–and seasonal offerings, like leather jackets, will rotate through the store.
Whether your taste is a classic motorcycle boot (my generous parting gift from Frye after visiting the store opening) or something more fashion-y, these boots are definitely made for walking.
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