Austin Way Magazine - GreenGale Publishing - There is a place beyond the crowds, beyond the ropes, where dreams are realized and success is celebrated. You are invited.
Issue link: http://digital.greengale.com/i/732984
bottom left: Musician and leather worker Jonny Fritz customizes a pair of Frye boots at a music event this year. bottom right: The Frye Company's Gabby Ghillie and the Emily Clog—along with the Madeline Short (top)—are ideal fall footwear for Austin, now home to a Frye retail store at Domain Northside (middle). 72 AUSTINWAY.com PhotograPhy courtesy of the frye comPany One of the oldest footwear retailers in the US has arrived in boot-worshipping Austin. The Frye Company, whose national fall expansion plans include five new stores,opened on September 30 at Domain Northside. "We felt it was the right time for an evolution of our retail model, giving the stores a residential feel that is updated and relevant," says Frye CEO Adrienne Lazarus, who walked Austin Way through the boot-maker's entry into the local market. Perfect fit Austin was an obvious choice for Frye, which is also opening stores in cities including Nashville and San Francisco. "The lifestyle in Austin very much resonates with who we are," says Lazarus. "Couple that with our music heritage, and it it was only a matter of time before we opened a store [here]." Music town A refurbished vintage Wurlitzer jukebox will play 45s in the store, which will showcase four custom guitars from Austin's Moniker Guitars inspired by specific Frye boots. only in Austin Along with the accessories and handbags not available online, the Austin location will feature an exclusive Western boot collection reimagined from Frye's archives. Explains Lazarus: "Saddled in the history of the West, this new collection has down-to-earth modern cowboy realism." Domain Northside, 512-836-3793; thefryecompany.com . Frye, BaBy Made for the Modern urban cowgirl and boy, the iconic boot brand is opening its first store in austin. By kAthy BlAckwell "The lifesTyle in AusTin very much resonATes wiTh who we Are." —adrienne lazarus STYLE now open