Last Thursday, more than 200 Atlantans descended upon Ponce City Market to celebrate the grand opening of The Frye Company's Atlanta flagship store during a private event hosted by actress Ashley Greene and Vogue magazine.



As guests perused Frye's Fall Collection for men and women they were treated to mix of savory and sweet southern bites created by Chef Shane McIntosh of Ocean Catering Co. including homemade mac n’ cheese tartlets, mini “Memphis” pulled pork BBQ sandwiches and red velvet baby cakes with cream cheese icing, brandy pecan cups, and key lime tartlets. Guests also sipped on signature libations from Copper Fox Distillery, including the Frye Neck - rye whiskey, ginger beer and bitters with a lemon twist, and enjoyed local craft brews from Wild Heaven Craft Brewery while DJ Pat O’Brien curated the soundtrack of the evening. Ashley Greene, sporting Diana Cut Stud Frye booties and a grey Frye Heidi Fringe Crossbody clutch, mixed and mingled with guests, helped then shop and snapped photos throughout the evening. 





The Atlanta store opened in August 2015 in Ponce City Market home, a re- imagined mixed use development from Jamestown, housed in the historic Sears Roebuck distribution center, originally built in 1926. The store, a 4000 square ft space on the center’s main level, is located within the retail arcade. The storefront replicates the warehouse windows seen above the main level, and the columns original to the structure, will be wrapped in leather references the history of the Frye brand. 

The stores draw inspiration from vintage artisan workshops, incorporating details in the furniture, lighting and displays. Raw materials used throughout the store, are left to weather with age and use. The beauty of these materials resemble that of the leather goods produced by the brand, with the assertion that each becomes better with age. Tables designed to reference workbenches coexist with custom seating in grey upholstery accented by bronze legs and vintage carpets. This concept embraces light and a residential palate of greys, blues and bronze tones.

The stores’ most dramatic feature, is an enormous installation known to the brand as the “chandelier”, consisting of 7000 leather straps holding Frye’s signature harness rings. Surrounding the “chandelier” are shelving units inspired by a craftsman’s toolbox from the turn of the century. The toolbox units have been redesigned to work as shelving within the stores “workshop” and show the brand’s products in their best possible light. Each environment will also contain “The Archive”, a curated grid wall modishly housing the brand’s wide variety of handbags, which coordinate back to the footwear.

The curated environments, designed by Frye’s in-house team, in partnership with Carlton Architecture of New York, capture the spirit and essence of the brand’s 152 year history, while incorporating unique characteristics of each locale. The stores have distinct character, conveying a sense of warmth and familiarity with their high touch engagement proficiencies. The overall experience is a sensory journey; the ultimate combination of the rich leathers, craftsmanship and history.





In 1863, John A. Frye opened the doors to his very first store, paving the way for countless generations of Frye artisans dedicated entirely to the art of craftsmanship. The result is beautifully made footwear, bags and accessories with a long and illustrious history.

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. Frye traveled the world on the feet of our servicemen – even General Patton. News of Frye’s outstanding quality and reputation spread. Frye has since become an American icon, outfitting many of the world’s biggest names from John Lennon to Jackie O. Chosen for its inimitable style and uncompromising quality, Frye is a longtime favorite of rock stars and celebrities alike.





Global Brands Group Holding Limited (SEHK Stock Code: 787; “Global Brands” or the “Group”) is one of the world’s leading branded apparel, footwear, fashion accessories and related lifestyle product companies. The Group designs, develops, markets and sells products under a diverse array of controlled and licensed brands and a wide range of product categories. Global Brands’ innovative design capabilities, strong brand management focus, and strategic vision enable it to create new opportunities, product categories and market expansion for brands on a global scale. For more information, please visit the corporate


The content above is written by Caren West PR with permission for use by 726 SQFT.

Check out my review on my favorite Frye boots for Fall!

Tiffany JonesComment