Bonobos Launches AYR for Women

Wednesday, December 4, 2013

It's about time. Bonobos is about to launch their official sister brand AYR ("All Year Round"). A contemporary label with a foundation in denim and simple sportswear, AYR will reflect its big brother Bonobos' simple silhouettes and minimal, clean style.

Denim Pop Up Shop on AYR's site has brought us two new styles of denim, a "skinny" and cropped "ciggy" fit. I look forward to seeing more washes and the full spring collection of 75 pieces, set to debut in late January.

So Smart:
“We want to serve a generation of women who are old enough to be established in their careers but young enough to be living their lives digitally,” said Winter of AYR’s target demographic of 25- to 40-year-old women. “We’re leaving Bonobos as a boys’ club and leaving them to do what they do so well. Men don’t like to feel like they are shopping in a women’s store.”

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