NEW YORK, NY – 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.