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Frye Is Launching a Denim-Focused Apparel Collection

Frye will soon offer bootcuts as well as boots.

The 159-year-old footwear brand, which is famous for its enduring boot styles and has been majority-owned by Authentic Brands Group (ABG) conglomerate since 2017, is launching a men’s and women’s denim-centric apparel line starting in spring 2023.

The new collection will be produced under a newly inked licensing deal between ABG and NYC Alliance, a vertically integrated, multichannel apparel company that already holds the exclusive apparel license in the U.S. and Canada for ABG’s Juicy Couture brand. The deal will also allow NYC Alliance to design, produce and distribute men’s and women’s sportswear for Tretorn, the heritage athletic label ABG acquired from Puma in 2015.

In July, ABG was named the No. 3 of the world’s top licensees in a list compiled by License Global, a publication that focuses on the global consumer product and licensing industries.

The apparel for both brands will be sold at a department stores, specialty retailers and online across the U.S. and Canada.

Frye’s designs are inspired by the brand’s iconic heritage and are built to stand the test of time,” ABG said. “The timeless designs include a collection centered around a denim sensibility which complements Frye’s iconic footwear.”

The new 70-piece drop encompasses denim, fashion knits, woven tops, dresses, graphics and sweaters. It targets a contemporary customer and prices range from $45 for tees to $249 for jackets. Denim ranges from $99 to $189 and includes jeans, shorts, skirts, jackets, tops, and dresses.

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The line aims to be trend-right for the Western-look styles that are currently dominating fashion and denim in particular.

Frye’s current product extensions include small leather goods, bags, accessories, hosiery, outerwear and shoe-care products.

“We are looking forward to expanding our partnership with ABG for Frye and Tretorn, two brands that are recognized by retailers and consumers around the world,” said Burt Damsky, president of sales at NYC Alliance. “Both brands have a strong heritage and a reputation of excellence in quality and design.”

“Frye and Tretorn are beloved brands that resonate strongly with their respective target consumers,” said Christina Martin Pieper, senior vice president of brand and lifestyle at ABG. “Through this partnership with NYC Alliance, we are able to build upon Frye and Tretorn’s expansive lifestyle offerings and offer uniquely designed product for a growing segment of the brands’ businesses.”