Bringing together rock music staple Matt Shultz and the legendary Frye Boot, BTFL facilitated a design collaboration celebrating the intersection of punk, cowboy and the unique quirk that is true artistry.
Harnessing the unique artistic identity of acclaimed rock musician Matt Shultz of Cage The Elephant, BTFL facilitated a partnership with the iconic brand, Frye Boots, wherein Shultz would showcase his artistic inspiration and celebrate the legacy of punk and leather.
Shultz and the Frye design team worked closely to capture the specific inspirations intrinsic to Shultz’s personality and music: Punk Rock, Cowboy, Harlequin. The team worked diligently to collect specific fashion inspirations, and captured Shultz’ artistry via the original iconography drawn and represented on the shoes and within the campaign itself.
Matt Shultz x Frye launched with both a men’s and women’s line, quickly being featured in a myriad of fashion forward publications, including GQ. The line was released on conjunction with Cage The Elephant’s 5th album, “Social Cues”, to great success and a sold out collection.
