Frye

American Heritage Craftmanship

Agency: Sapient Nitro
Role: Creative Direction, Art Direction & Design

Agency: Dear Future
Role: UX

frye-hero

Smell the leather.

Simple. Fun. Bold. Elegant.

Frye is a heritage American bootmaker founded in 1863. When Frye asked Sapient Nitro to redesign its website, my team visited stores and spoke to people to discover what Frye was to them. We found that from the suburban mother to the rebel without a cause, people consistently indicated that the attitude and quality craftsmanship kept them loyal to their Fryes. 

We translated our user research into an easy-to-use web and mobile shopping experience that truly embraced the colors, textures, and attitude of Frye. Built completely responsive with 4+ breakpoints.

Our goal was to build an online experience, that like in-store was immersive in the senses — touch and smell. Our filters provided the user more control, and browsing provided more details. We said, "I want to smell the leather", and they held us to that.

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