New York–Basking in its almost 150-year heritage, Frye has opened a gorgeous vintage-contemporary flagship store in Soho, New York.
The 6,000-square-foot store, located on Spring Street, is the brand’s first flagship, featuring its largest assortment of men’s, women’s and children’s merchandise.
The store kicks off a retail expansion that projects five new stores over the next five years, according to the company. New locations are being considered in major cities around the world, although no specifics have been decided upon yet.
The store, designed by hip New York design firm AvroKO, feature’s the company’s signature mix of cozy-vintage-industrial, with lots of brass, exposed brick, leather, wood and funky lighting for ambiance.
The decor plays back to Frye’s expertise at craftsmanship, with inspiration from vintage tools, and thousands of harness rings hang from the ceiling. What’s a harness ring? Just look at your Frye “harness” boots.
Talk About ‘Branding’
Going back to its Western roots, the Frye store also implemented a customized hot-stamp program, where they “brand” your initials on boots. They’ll do it on boots you bought that day or even an old pair that you bring into the store. Bonus: they’ll do it free and while you wait!
While Frye is known for its footwear, namely its original boots, the company also expanded into handbags and small leather goods and plans to broaden its reach in the future with more accessories. According to the company, the New York flagship will also carry jewelry by designer Tara Cullen and will add other collaborations over time.