Bonobos to Launch Women's Line with Former Madewell Designer
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.
Though Bonobos is sold offline through Nordstrom stores, Ayr will only be offered online at ayr.com to start.
