AYR is a privately owned women’s apparel brand based in New York City. AYR stands for All Year Round. The brand offers a full line of apparel, with a foundation in denim. It launched online in 2014.
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Background
Co-founders Maggie Winter, Jac Cameron, and Max Bonbrest launched AYR online in 2014. AYR was originally part of Bonobos, a digitally native menswear brand founded in 2007 by Andy Dunn and Brian Spaly. In 2015, Dunn decided to focus on Bonobos’ core menswear brand and AYR incorporated as an independent, standalone company. Dutch, LLC (which owns and operates a portfolio of contemporary women’s brands Joie, Equipment, and Current/Elliot) took a minority stake in AYR, Inc.
Prior to launching their brand-owned ecommerce site, Winter, Cameron, and Bonbrest had two hundred jeans produced in their LA factory. They rented a loft in the Garment District for two days, and invited friends, family, and editors, to try the denim. All two hundred pairs sold out, which generated buzz for the full line launch several months later.
The brand's following has been built organically, with a local following in New York City and support from the editor and blogger/influencer community.
AYR counts Chrissy Teigen, Kendall Jenner, Gwyneth Paltrow, Jessica Alba, Karlie Kloss, Lake Bell, and Selena Gomez as fans of the brand.
Products
AYR stands for All Year Round and offers a versatile collection of essential pieces. The line evolves constantly year-round, with weekly product launches and no official ‘seasons’. The brand takes a minimalist approach toward design, with no external labels or logos on the product. Half of AYR’s production is done in the USA, with denim manufactured in LA and select pieces made in NYC.
Stores
Since launching their brand-owned website ayr.com, AYR has expanded into wholesale and retail distribution. The brand is carried in select Nordstrom stores and on Shopbop.com. AYR opened its first pop-up store, The Pop Shop in Soho, NYC in December 2016.