John and TJ Osborne, aka Brothers Osborne, have been tapped by Frye for the American footwear company’s new Hometown Pride Campaign.

“Frye is a company deeply rooted in our country’s history. Not to mention the undeniable style and quality.” – Brothers Osborne

The partnership includes in-store activations such as exclusive “first listen” events for Brothers Osborne’s new music, giving fans a chance to preview the band’s sophomore album, Port Saint Joe. Vinyl copies of the album will be sold in select FRYE stores starting April 20th. Together Brothers Osborne and FRYE will host a sweepstakes to win a trip to New York, meet and greet with the band and VIP tickets to their Mountain High Tour with Dierks Bentley. Brothers Osborne fans can learn more about their upcoming album at

The new campaign highlights local talent and underscores FRYE’s deep music roots through a celebration of Nashville’s flourishing scene. Hometown Pride, photographed by Gregory Harris, reveals candid images of Brothers Osborne, reflecting the authentic style and personality of the Nashville-based duo.