From 2011 to 2012, OW! worked with The Frye Company in a per project role. In 2011, we led on the media relations, strategy, inviting and doing celebrity outreach for the launch of The Frye Company Flagship store and its celeb-studded launch event, garnering media coverage in The Wall Street Journal, JustJared, Refinery29, Fashionista and many other fashion news and celebrity outlets. In 2012, OW! also worked on the The Frye Company on their 150th Anniversary Book, The Boots That History, developing celebrity contributors that had organic relationships to the brand. Notable contributors OW! garnered on behalf of The Frye Company for the book includes legendary musician James Taylor and actresses Kristin Bauer van Straten and Shantel VanSanten.