Designed to be Experienced: Introducing the New Frye.com

COMING FALL 2025

We’re excited to unveil a new era of Frye online. At Frye, we’re proud of our long-standing heritage — but that doesn’t mean our digital experience should stay stuck in the past. Our latest website redesign brings Frye into a more modern, premium, and user-friendly space, making it easier than ever to explore our products.

In 2025, shopping online isn’t just about product listings — it’s about the experience a brand can offer. Our customers aren’t just buying boots; they’re investing in a lifestyle, a feeling, a story. That’s why this redesign focused not only on aesthetics, but on creating a more intuitive, immersive, and emotionally resonant digital journey.

A Smarter Use of Space

One of the biggest changes you’ll notice is how we’re using the screen. The previous design felt narrow, leaving too much white space and limiting how immersive the experience could be. The new layout extends across the page, creating a bolder, more dynamic feel—especially on larger screens—while still maintaining breathing room where it matters. The result is a richer, more immersive interaction that supports our positioning as a heritage-meets-luxury brand.

UX Win: A full-width layout strategy helps users stay engaged and orient themselves more easily as they scroll.

Elevated Visuals with a Functional Edge

Inspired by modern, premium e-commerce sites, we moved to a layout where homepage imagery sits edge-to-edge for a more high-end, editorial look. But we also solved for a common issue we saw on other sites: oversized visuals that cut off key parts of the image or product. On both desktop and mobile, we intentionally optimized image scale so that customers can see the full frame without needing to scroll — especially important on the homepage, where that first impression sets the tone. No more “zoomed-in and stuck” moments that disrupt the experience.

UX Win: By rethinking how we use space, the new layout guides the eye more naturally through content — allowing imagery and storytelling to take center stage while subtly leading users toward key actions. It’s not just more immersive; it’s more intuitive.

We also made small changes to product presentation that can make a big difference in the path to purchase. We redesigned our collection pages to showcase clean, side-profile thumbnails instead of angled views. This lets customers see more of the silhouette of the shoe at a glance—giving a more accurate sense of proportion, reducing uncertainty, and creating a smoother shopping experience for boots.

UX Win: This low-lift implementation gives customers a clearer, more immediate understanding of each style — reducing hesitation, improving confidence, and making it easier to choose the right pair faster.

Where Luxury Meets Relevance

In an age where social proof drives trust and discovery, we leaned into user-generated content — not as an afterthought, but as a core design element. By highlighting real customers wearing Frye, the new site creates emotional connection and social context, striking a balance between luxury and relevance that feels grounded, not out of touch. This is just the beginning of an ongoing effort to incorporate more real people and real experiences into our site and brand, reinforcing that Frye is not just premium — it’s personal.

UX Win: By showcasing authentic brand moments, we reinforce identity, build community, and shorten the trust gap between browsing and buying.

Confident, Concise, and Built to Connect

At Frye, we don’t just participate in the conversation; we lead it. Our voice commands attention, grounded in expertise, authenticity, and a legacy that speaks for itself. Because of this branded voice, we made a strategic shift in how we approach headlines and titles across the site. Based on performance data, we know our customers respond better to shorter, more direct messaging—the kind that gets to the point quickly and clearly, while staying true to our brand. We applied that insight across the site, refining headlines to be punchy, purposeful, and easy to scan.

This doesn’t just improve clarity; it makes the entire experience feel more modern, confident, and user-centric. Whether you're browsing a collection or landing on the homepage, the messaging is designed to meet you where you are — fast.

UX Win: Shorter titles increase scannability and engagement, helping users find what they’re looking for faster while reinforcing a modern, editorial tone.

Building a Deeper Brand Experience

As part of the redesign, we’re laying the groundwork for richer storytelling across the site. We’ve added a new section to the homepage that connects customers to more of who we are — linking out to pages like Our Story, Craftsmanship, and our Care Guide. These additions are just the start of a broader effort to share the full Frye experience beyond the product.

Historically, our site has focused heavily on commerce. But Frye is more than just what we sell — it’s how we make it, why we make it, and the people who wear it. By continuously expanding our content, we’re giving customers a fuller picture of the brand: its roots, its values, and the legacy behind every stitch.

UX Win: Creating deeper content paths invites users to stay longer, learn more, and connect with the brand beyond the cart.

A Digital Flagship That Reflects the Brand

Just like our products tell a story through craftsmanship and character, our digital presence now does the same — striking a balance of grit and polish, function and emotion. This redesign wasn’t just about aesthetics; it was about shaping an experience that feels unmistakably Frye.