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.
It only took the Frye Co. about 150 years to open its first retail store. The beloved boot brand, which is perennially popular with