Tobin Spann Footwear Projects

Designing lifestyle products that resonate with people...



I have always had a passion for art, engineering & design.

After graduating from high school in Boulder, Colorado I took some time off to travel. I lived in Tokyo, San Francisco & Boston. Finally ending up in New York 12 years ago.

During my career I have worked in the tech sector, designing products and user interfaces with a start-up of former NASA engineers. This work was featured as one of Time Magazines’ 50 best inventions of the year. I have also worked as a freelance designer for several product design consultancies, designing a wide range of consumer products.

I started working with Frye 8 years ago. The reason for choosing footwear and specifically Frye, is due to my goal of designing quality lifestyle products that resonate with people. This isn’t normally something one gets when designing a blender.

During my time at Frye, I have re-imagined the product offerings of a 150 year old heritage brand, expanded it’s product assortment into new categories & demographics, designed other lifestyle products outside of footwear that fit within Frye’s design language and ethos, & worked with marketing & sales on how to showcase these products.

Total men’s sales during my time at Frye have increased by 65%.