Pushing Boundaries with the Imperfect Icons Sale

I need to take a moment to brag — because this project was something special.

A few months ago, we launched the Imperfect Icons Sale at Frye, and what was originally planned as a four-day event turned into a massive success, selling out in less than 24 hours. It became our biggest sales day of the year, thanks to the perfect storm of product, creative, and unbeatable deals.

What made this sale stand out wasn’t just the numbers — it was the creative opportunity behind it. Since we were offering factory seconds of our Iconic Frye styles, I had the chance to reimagine how the brand could visually show up. It was a rare moment where I could push the creative boundaries while still staying rooted in the brand’s heritage of ruggedness and edge.

To reflect the “imperfect” nature of the products, I introduced a motion blur effect across the imagery — a subtle visual nod to the flaws that made each pair unique. This abstraction didn’t just highlight the imperfections; it celebrated them, communicating authenticity and character in a way that felt fresh but still true to Frye’s DNA.

The success of this campaign was more than a one-day win — it showed how creative risks, when grounded in strategy and story, can drive real results. I’m excited to keep pushing forward, evolving the visual identity of the brand, and finding new ways to connect with our audience.

Here’s to what’s next.