[citation needed] During the 1960s Frye made custom boots for Jackie Kennedy, Bing Crosby, Jerry Lewis, Barbra Streisand, Bette Midler, Ann-Margret, Walt Frazier, Stan Laurel and Oliver Hardy, Candice Bergen, Liza Minnelli, Carole King, Gene Autry, and President Richard Nixon.

[7] In 2017 Authentic Brands Group (ABG) acquired a majority stake (51%) in Frye for $100 million, with GBG retaining a minority share in the business.

[8][9][1][10] A 2017 campaign entitled Made in the USA, featured a number of American actors and models showcasing their use of Frye footwear, including Supermodel Emily Ratajkowski,[11] Selah Marley, Christopher Abbot and Luka Sabbat.

[12] On 29 July 2021, GBG USA commenced voluntary Chapter 11 proceedings and is putting its apparel and footwear brands up for sale with help from a $16 million bankruptcy loan.

[citation needed][16] In 2015, Frye opened stores at Ponce City Market in Atlanta, Roosevelt Field in Long Island, New York, NorthPark Center in Dallas, and Tysons Corner in Fairfax County, Virginia.