Frye honors its 155th year as the original craftsmen of American footwear with the release of the Hometown Pride campaign, featuring Grammy-nominated rock-country duo Brothers Osborne. The new campaign highlights local talent and underscores FRYE’s deep music roots through a celebration of Nashville’s flourishing scene. Hometown Pride, photographed by Gregory Harris, reveals candid images of Brothers Osborne, reflecting the authentic style and personality of the Nashville-based duo.
The partnership includes in-store activations such as exclusive “first listen” events for Brothers Osborne’s new music, giving fans a chance to preview the band’s sophomore album, Port Saint Joe. Vinyl copies of the album will be sold in select FRYE stores starting April 20th. Together Brothers Osborne and FRYE will host a sweepstakes to win a trip to New York, meet and greet with the band and VIP tickets to their Mountain High Tour with Dierks Bentley. Brothers Osborne fans can learn more about their upcoming album at Portsaintjoe.brothersosborne.com
Two sons from a working-class family, John and TJ Osborne grew up in a small-town writing and playing songs for friends and family. Similar to John A. Frye’s longstanding tradition of building community and finely crafting unique product, Brothers Osborne precisely craft their music to create an identifiable sound all their own, resonating with Nashville fans and beyond. The Bros. have won back-to-back CMA Awards for “Vocal Duo of the Year”, in addition to “Music Video of the Year” for their top-10 Grammy-nominated single, “It Ain’t My Fault”. They also stand as the reigning ACM “Vocal Duo of the Year.”
“Frye is a company deeply rooted in our country’s history. Not to mention the undeniable style and quality.” – Brothers Osborne
Music, an integral part of the brand’s DNA, is brought to life through FRYE’s monthly in-store
music series in Nashville, FRYEDAYS. This homegrown original series has featured intimate live performances by Brent Cobb, Langhorne Slim and Rayland Baxter and has quickly earned a cult following.
As original craftsmen, The Frye Company continues its tradition of honoring makers and valuing community – connecting quality and craft to the music that is so deeply rooted in the brand’s history.
ABOUT THE FRYE COMPANY
In 1863, John A. Frye opened the doors to his very first store, paving the way for countless generations of artisans. As the original craftsmen of American footwear, Frye continues to honor a passion for creating iconic styles using the finest leathers. Rooted in tradition, Frye was originally inspired by our everyday American heroes over the decades. Cavalry infantrymen. World War II soldiers. Fighter pilots. Factory workers. Word of Frye’s uncompromising quality and reputation spread. Frye has since become an American icon, worn by the courageous and the cool, from John Lennon to Jackie O.
About Authentic Brands Group
Authentic Brands Group is a brand development, marketing and entertainment company, which owns a global portfolio of lifestyle, celebrity and entertainment brands. Headquartered in New York City, ABG manages, elevates, and builds the long-term value of more than 30 consumer brands by partnering with best-in-class manufacturers,
wholesalers, and retailers. Our brands span a global retail footprint of more than 2,300 doors across luxury, specialty, department stores, shop-in-shops, ecommerce, mid-tier, and mass channels.
ABG is committed to transforming brands by delivering compelling product, content, business, and immersive brand experiences. We create and activate original marketing strategies to drive the success of our brands across all consumer touchpoints, platforms, and emerging media. ABG’s global portfolio of iconic and world-renowned brands includes Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Michael Jackson® (managed brand), Aéropostale®, Juicy Couture®, Jones New York®, Herve Leger®, Judith Leiber®, Frederick’s of Hollywood®, Frye®, Adrienne Vittadini®, Taryn Rose®, Misook®, Hickey Freeman®, Hart Schaffner Marx®, Spyder®, Tretorn®, Tapout®, Prince®, Airwalk®, Vision Street Wear®,
Above The Rim®, and Hind®. abg-nyc.com