Across Depop, Frye boots are selling for hundreds of dollars. How can these vintage boots be so expensive and why are they all over your feed? If you haven’t heard of Frye boots, one of your friends definitely has and they can probably explain the seemingly cult-like obsession with them. Or, dig into the back of your mom’s closet — you might just be lucky enough to find a pair. Trends typically cycle every 20 years, but social media has significantly sped up this process.
In the 90s, Jennifer Aniston famously styled Frye boots, but they eventually faded from mainstream fashion. However, in 2024, they made a major comeback and are now everywhere — worn by celebrities like Olivia Rodrigo, Addison Rae and Zendaya. Their hype is comparable to that of Adidas Sambas or Onitsuka Tigers. Piera Onorati, senior vice president of merchandising at Authentic Brands Group, which owns The Frye Company, reported that sales of their flagship Campus boots increased by 35% in 2024. The iconic banana-yellow Campus boots have become the “it” item — famous for their tall height, slim silhouette and block heel.
The surge in popularity reflects how algorithms and social media influence fashion choices — particularly among college students. Despite the high cost, these boots are ubiquitous. Brands like Steve Madden, Free People and Target, however, have produced more affordable dupes. On the extreme end of the hype, one influencer said in a TikTok, “They are slowly becoming my personality. I’ve worn them with pretty much every outfit I could,” cradling her boots as if they were a newborn. Another joked, “I’m supposed to be a goddamn Frye boot ‘nepo baby,’ but my mom is a size 9,” holding up her mom’s vintage pair. The obsession with these shoes is approaching the level seen in Carrie Bradshaw’s love for shoes in Sex and the City.
While many see Frye boots as a wardrobe staple, others view them as just another marketing gimmick destined for the landfill after a season. The brand’s rich heritage raises a genuine question: Is this trend a true revival or simply commercialism? Frye has long been a respected name in American footwear, known for its craftsmanship, timeless design, and a patriotic “Made in the USA” legacy. The company began producing boots in Marlborough, Mass., in 1888. Historically, Frye boots symbolized rebellion and freedom. The iconic Campus boots, for example, earned their name in the ’70s as a symbol protest against the Vietnam War. In the early 2000s, Frye experienced a resurgence as a response to dissatisfaction with mainstream corporate women's fashion — providing an alternative to the traditional styles of blouses, heels and floral dresses.
Today, Frye’s popularity continues to resonate with broader cultural and political themes. The recent rise of Campus and harness-style boots reflects a broader trend in Americana fashion, as brands like Levi’s and Carhartt gain mainstream appeal. This revival is part of a movement to reclaim American patriotism in a more inclusive and liberal context — shifting away from far-right symbolism often tied to the American flag. This shift is evident in the trend of wearing “the American flag in Lana Del Rey way, not a MAGA way,” as one influencer put it. Many celebrities, including Beyoncé and Kim Kardashian, have embraced “cowboycore,” further fueling interest in Americana fashion.
Whether or not you believe Frye boots are worth the hype, their resurgence highlights the powerful influence of TikTok and other social media platforms on today’s fashion trends. Americana style remains one of the biggest trends, and these boots offer a way to embrace it in a non-kitsch, authentic way. Their repeated comebacks suggest an enduring staple, rather than a fleeting fad. And if they fade out again in a few years, the next generation may still want a pair in a few decades. The real question is: When will Frye boots reenter the mainstream fashion scene, and what political significance might they carry this time?
