It’s been a long time coming, but after 150 years in the business Frye has finally opened its first flagship store. The label combines vintage and contemporary elements at the boutique, which is located on Spring Street in New York’s Soho district.
The 6000-square-foot space features the label’s menwear, womenswear, childrenswear, shoes, handbags, and other accessories. It was designed by AvroKO, a contemporary New York design firm that’s managed to translate the company’s signature mix of vintage and industrial influences. The space’s brass fittings, exposed brick walls, and modern lighting makes the store feel really dynamic and very Frye.
A customized hot-stamp program is one of the New York stores more unique initiatives. The scheme embraces Frye’s Western heritage by “branding” your monogram on a pair of boots. The complementary service is available for new footwear purchases or even for your favorite pair of Frye boots sitting at home.
The store will also feature jewelry designed in collaboration with Tara Cullen, which is the first of many partnerships we’ll see in the Soho retail outlet.
The opening of the flagship store is the first event in a major expansion effort for Frye. It plans to open five new stores over the next five years in key international locations, although none have been confirmed at this stage. Where do you think Frye should set up shop next?
