by Stephen Garner

Frye has partnered with R&B artist August Alsina on its spring 2021 campaign, photographed by Robert Nethery.

The campaign features the musician in his hometown of New Orleans, wearing Frye’s newest collection of sneakers and boots. Frye worked closely with Alsina and the brand’s longstanding charitable partner, Feeding America to identify and support food banks in local communities that are facing hunger and food insecurity during this time of unprecedented need. Frye will be donating $10 to the organization for every pair of Melissa and Bowery Boots sold throughout February.

“The Original. The Authentic. The Only.” campaign reinforces the connective themes of the brand’s authenticity and the original sound of Alsina who is revered by New Orleans residents for his ongoing commitment to the city where he was born and raised. Alsina rose to fame in 2013 with his debut album, Testimony, which earned him the 2014 BET Best New Artist award. Soon thereafter, Alsina faced and overcame a series of personal hardships, including the loss of his sister, degenerative health issues, and a battle with addiction. August returned to music in 2020 with his album The Product III: stateofEMERGEncy, which was released in June along with a five-part documentary on his life.

As part of the new campaign, Alsina will raise further awareness of Frye’s partnership with Feeding America through a PSA posted on his social channels featuring a call to action in support of the initiative.