Bonobos Branches into Women’s with AYR

AYR

AYR

After conquering the world of menswear with pants that flatter without being too fashion forward, Bonobos is expanding into women’s closets, too. Not satisfied with just filling guys’ wardrobes with essentials such as oxford cloth shirts, suiting, knits, jeans and, of course, pants for work and play, they’ve debuted AYR, a line of women in the same vein as the Bonobos men’s line. AYR, which stands for “All Year Round,” is starting slow with just a few denim options, but come January, they’ll be offering a full fledged collection for women.

“I saw a similar opportunity to Bonobos in addressing a really busy female consumer — but with a new aesthetic and new product,” said Andy Dunn, founder and chief executive officer of Bonobos. “We’re focusing on elevated essentials: quality investment pieces that can live in a woman’s wardrobe all year round. With all the focus today on fast-fashion, where do you get your basics and staples from?”

Debuting online (just like brother brand Bonobos, which expanded into brick-and-mortar this year at Nordstrom stores nationwide), AYR has two fits of denim available now: a skinny fit and a cropped “ciggy” fit, each offered in two washes. The design team at AYR boasts a pedigree that includes stints at some of girls’ most beloved stores. Dunn enlisted Jacqueline Cameron and brand director Maggie Winter to head AYR. Cameron previously worked as a design director at Calvin Klein Jeans and a senior designer at Madewell and Winter has worked at both J. Crew and its sister label Madewell.

AYR

AYR

“We’re leaving Bonobos as a boys’ club and leaving them to do what they do so well,” said Winter. “Men don’t like to feel like they are shopping in a women’s store.”

The first collection for AYR focuses on slightly oversized tops paired with the line’s slim denim. Like Bonobos’ denim, which is pre-washed and soft instead of the raw, selvedge denim that’s so popular among fashion-leaning men, AYR’s jeans are made of stretch fabrics. Silk pieces are available in camis and tanks and there are also sweaters made of Merino wool, alpaca and Scottish cashmere. It’s not a basics line, however, which is evidenced by a few fashion-forward pieces such as a robe jacket with no closure.

AYR

AYR

“It really came down to me feeling that this is a different customer,” explained Dunn of launching the stand-alone women’s site. “I don’t want to confuse our customer and I didn’t want to mess with Bonobos. It creates clarity between the two customers and it protects our core brand asset of Bonobos.”

There was no mention of AYR coming to Bonobos’ super-popular guide shops, which allow men to shop the brand and place orders on the spot or to Nordstrom stores, but if the brand follows in the steps of big brother Bonobos, we’re sure that Dunn and his team of playful ninjas — the term for an employee at the Bonobos HQ — have a few surprises in store for the AYR shopper.

For more information, visit AYR.com.

Images courtesy AYR

 

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Author:Fashion Trends Daily Staff

Fashion Trends Daily Editors deliver the scoop on fashion, beauty, celebrity and runway trends.