The Frye Company hosted a customization lounge at W Austin, timed to the first weekend of ACL and The Frye Company’s store opening at Domain Northside. Austin’s first Frye store opened the following day, Friday, September 30th.
The American heritage brand celebrated its tie to music with the activation, that included cocktails by Austin’s 9 Banded Whiskey and a performance by Robert Ellis. Musician and custom leather worker Jonny Fritz, added custom stitching and monogrammed initials on guests’ boots before joining Ellis for the performance.
Guests included Miranda Lambert and her boyfriend Anderson East; Grammy Award Winner, Adrian Quesada; Austin’s own Netflix sensations, S U R V I V E; Los Coast, Tameca Jones, Ben Kweller, My Jerusalem; Israel Nash, Wild Child, Corbu, Oh Wonder and others.
The Frye Company also welcomed local makers Keith Kreeger and Nina Bernento, as well as local style icons Shelley Nueman (ATX Street Style), Michelle Zuzek (Style Beacon)Deborah Stachleski (Society Letters), and Claire Craig and Emma Manning (Rank+ Style).