Iconic American Boot Brand Gets Styled Up

When Frye, one of the original makers of American footwear, decided to transition their digital presence, they looked to CQL as the trusted strategic advisor to design and implement a seamless transition for the luxury boot brand.

Although already on Shopify Plus, the Frye brand needed a digital refresh, new technical operations & backend integrations, and a more stable site structure for growth and supporting Footwear Unlimited, Frye’s core operating partner, brands. Using CQL’s Shopify Plus Digital Experience Blueprint, Propel, Frye launched a new omni-channel experience, designed with UX best practices, scalability, and deep integration with top commerce experience partners including Yotpo, Searchspring, and Gorgias.

Frye’s 160-year heritage as an iconic boot brand worn by the confident and courageous remains preserved, while the brand continues to evolve and introduce designs through a modern lens. Using Shopify’s 2.0 editor and Propel’s flexible content framework, the new Frye website offers visually driven landing pages, social media influencer UGC, and a custom integration for Frye Boots lovers to buy/sell boots on The Frye Exchange.

With investment pieces that last a lifetime, Frye Boots now has a digital infrastructure ready to grow and expand with them.

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