I get highly annoyed when I see direct and flagrant misrepresentations such as this in a recent marketing promo that I received:Let me break this down, point-by-point, and explain where the misrepresentation is.
The ad says, “Since 1863, the Frye family has dedicated themselves to the art and craft of shoemaking.”
Yes, technically, the Frye family dedicated itself to shoe (and boot) making. However, that sentence implies that the Frye family is still involved in making boots today. They are not. There is no Frye family involvement in the ownership, design, or production of Frye boots made today.
Next, the ad says, “Their history and heritage have been told in every product they have made for nearly 150 years.”
Yes, technically, 2013 marks the 150th year that boots have been made with the Frye label. But the history and heritage was lost when Frye sold out and the company went through various owners until ending up with a Chinese conglomerate in 2010. “History and heritage” in today’s Frye boots? That is baloney. All that is in today’s Frye boots is profit for Li & Fung, the Chinese conglomerate that owns the Frye name, label, and service marks.
Next, I have an issue with the image of the boots contrasted with the words next to them. The image shows a pair of new, 12-inch Frye harness boots on distressed brown leather with low block heels. Anyone with knowledge of the history and heritage of Frye harness boots knows that the boots in the photo are nothing like the historical and heritage-filled vintage Fryes of the ’80s and earlier. Vintage Frye harness boots were made of high-quality, polishable leather, had higher stacked heels, and were 14 inches tall.
Bah, humbug. Don’t fall for marketing hype. Frye boots made today are inferior and nothing anywhere near the quality of the boots that were once made when the Frye family owned and operated the bootmaking business. If you want Frye boots — real, genuine, high-quality Frye boots — look on eBay or other on-line source for true vintage Frye boots, explained here.
Life is short: caveat emptor!