New York, NY –  The Frye Company unveiled its Spring/Summer 2024 campaign featuring esteemed American actor Cole Hauser. This campaign captures the essence of the American spirit, celebrating the rugged beauty of the southwest against an epic landscape with sweeping vistas.

With a career that spans multiple industries, Cole Hauser consistently captivates audiences with his exceptional talent and charm. Renowned for his versatile acting roles, most notably that of Rip in the groundbreaking series, Yellowstone, Hauser’s on-air and off-air personas uniquely resonate with U.S. audiences.

“I’m so excited to be a part of Frye’s American tradition. Their commitment to craftsmanship and lasting quality very much aligns with my own personal values. I am excited for fans to come along on this journey with me,” shared Cole Hauser.

The Spring/Summer 2024 campaign highlights Frye’s Americana heritage and the brand’s commitment to creating enduring pieces that transcend trends. Cole’s connection to Frye’s timeless aesthetic is apparent in every frame. At the forefront of this campaign are key styles for the season – the Harness 12R, Tyler Chelsea and Austin Inside Zip.

“We are thrilled to partner with Cole Hauser for our Spring/Summer 2024 campaign. His authenticity, versatility and magnetic presence align perfectly with Frye,” said Stefani Fleurant, Senior Vice President, Marketing – Lifestyle at Authentic Brands Group, owner of Frye. “Together, we’ve created a campaign that showcases our latest collection and captures the essence of the brand.”

The campaign was photographed in Texas Hill country and can be viewed across digital platforms. Consumers can shop the latest styles at thefryecompany.com, department stores and specialty retailers.