Bonobos founder and CEO Andy Dunn, who built his company by offering pants that solved “khaki diaper butt” for men, announced Wednesday that he will launch a third brand, called Ayr, in February. While his first two lines, Bonobos and Maide, offered ready-to-wear and golf wear for men, respectively, Ayr will be the first collection designed for women.
Ayr has only released images of two looks from its 75-piece spring collection, one showing a long, printed t-shirt and cropped black trousers with a relaxed wool coat (pictured left); the other featuring a traditional denim jacket over a dark, sheer blouse and what looks like waxed denim jeans. The company says the line will focus on “trend-relevant but not trendy” classics with a foundation in denim. Other core categories include sweaters and outerwear. Prices will range from $150 for a silk crepe blouse to $450 for a Italian wool coat.
If it sounds to you like Ayr is going after J.Crew and Madewell — you’re spot on. In fact, Ayr’s brand director, Maggie Winter, spent almost a decade merchandising at J.Crew before she was poached by Bonobos. Jacqueline Cameron, Ayr’s design director, formerly worked as a senior denim designer at Madewell. Ayr will compete with the design of both labels at a similar price point.