Authentic Brands Group Signs Agreement With Warson for Frye and Volcom Occupational Footwear

Longtime Reebok partner Warson Brands will design and develop work footwear for both brands for distribution across the U.S. and Canada

Authentic Brands Group (ABG), a global brand development, marketing and entertainment company, today announces an expanded partnership with Warson Brands, a full-service manufacturer of protective and safety technologies and longtime partner of Reebok. Warson has signed on to design, develop and distribute premium occupational footwear for the Frye and Volcom brands in the U.S. and Canada.

“Warson has been an incredibly strong licensed partner for Reebok for over a decade,” said Jarrod Weber, Group President Lifestyle, Chief Brand Officer, ABG. “Through strategic alignment with Reebok’s design team, Warson has created a unique portfolio of footwear for the work community that integrates with the Reebok aesthetic and technology. We are pleased to leverage that expertise and introduce those categories for Frye and Volcom.”

The Frye Company will launch Frye Supply, a new occupational footwear line that embodies the heritage, quality and craftsmanship of Frye boots. Volcom’s skate-inspired work shoes will offer innovative on-trend styles for a new generation of workers who are inspired by board lifestyle and action sports.

Building on Volcom and Frye’s respective unique design aesthetics, Warson will incorporate the specifications required to meet the ASTM 2413 safety standards for occupational footwear. The footwear will be fitted with protective steel or composite toe caps. For high-tech industries, several styles will be constructed with electrostatic dissipating properties. All styles will feature slip-resisting outsoles.

“We look forward to this partnership with Authentic Brands Group to introduce two leading lifestyle brands to the occupational footwear market in 2023. Our team at Warson has always been about market leadership and innovation, and we believe that these new lines of footwear will help us to perform even better for our customers in the coming years,” notes Jim Maritz, President & CEO, Warson Brands.

Both the new Frye and Volcom work footwear collections, which will range from retail at $90 to $160 USD, will be available at select workwear and specialty accounts in spring 2023.