Bonobos Launches AYR for Women

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.

A 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.”