LUKAS NELSON, MARGO PRICE STAR IN FRYE’S FALL CAMPAIGN

The Frye Company celebrates its authentic heritage styles and Americana music roots with its new fall 2018 campaign “The Original. The Authentic. The Only.”, featuring acclaimed Nashville singer-songwriter Margo Price and rising rock-country star Lukas Nelson.

Shot on location in Arizona by photographer Koto Bolofo and stylist Tony Irvine, the fall campaign includes each Frye category: belts, scarves, bags, hats as well as the recently launched men’s and women’s ready-to-wear. The categories are all paired with Frye’s most iconic and recognizable footwear styles – inspiring an effortless spirit of adventure, courage, individualism and freedom.

“The Original. The Authentic. The Only.” campaign underscores the common ground between the brand’s authenticity and the original sound of the featured talent. Lukas Nelson, son of Willie Nelson, founded the band Lukas Nelson & Promise of the Real, recently produced and co-wrote the music for the remake of “A Star is Born,” staring Lady Gaga and Bradley Cooper, and has toured with Neil Young. Over the years Nelson and his bandmates have built a devoted following with their distinctive style of Americana music. His songwriting and performance reveal a desire to tell stories and carry on the tradition of roots-based music.

Singer-songwriter Margo Price, known for her courageous honesty and precision in songwriting, has a kinship with Frye’s longstanding tradition of finely crafting unique styles. After entering the spotlight with her 2016 debut ‘Midwest Farmer’s Daughter’ – which debuted in the Top 10 on Billboard’s Country Albums Chart and earned her a performance on SNL – she continues to raise the stakes and tell the stories of everyday people no matter the cost.

“I’ve traveled many miles in Frye boots,” said Price. “I wear them on stage for shows, when I’m in Tennessee working on the farm or when I’m walking a million miles in New York City. There’s nothing like a perfectly worn pair of Fryes.”

“I got my first pair of Frye boots when I was in Washington, D.C. with my dad to play the ceremony where he was presented with the Library Of Congress’s Gershwin award,” added Nelson. “I tend to beat up my boots on stage and I love that my Fryes are so sturdy and built to last!”