Retailer Offers Women Perfectly Fitting Denim Through Online-Only Store

Retailer Offers Women Perfectly Fitting Denim Through Online-Only Store

Bonobos aims to woo female shoppers with e-retail convenience and promise of proper sizing.

Sara Boboltz
  • 31 october 2013

Bonobos Inc. has found success peddling its clean-cut menswear lines Bonobos and Maide through online-only shops, and now it’s set to launch another enterprise — for the ladies.

AYR will specialize in premium denim, along with complementary sweaters and button-downs, that claim “refined aesthetics, superior fit, and luxe fabrics.” While the line is a bit more casual than its menswear sibling sites, AYR still doesn’t promise overt trendiness, opting instead to focus on style that will remain relevant seasons later. But for many women, trying on pair after pair of jeans is a time-honored (if unfortunate) tradition. How can an e-retailer, with its inherent physical limitations, specialize in denim for women?

It seems especially important for the brand to make good on its promise of “superior fit,” but AYR’s brand director, Maggie Winter, explained that good customer service also provides an answer.

We’re taking a page from Bonobos in delivering great-fitting product and superior customer service. AYR simplifies an overwhelming process.

The brand partnered with Gin Lane Media to provide an interactive experience for shoppers. Winter, who previously spent almost a decade in merchandising at J.Crew, hopes the state-of-the-art website will enable confident purchase-making. A pre-launch destination is live now, with a limited selection available online November 14 and the full line up for grabs in late January of next year.


Bonobos CEO Andy Dunn told PSFK that years of fielding questions on whether the company planned to offer a women’s line had been weighing on him. But Dunn was waiting for the right person to come along to help.

Knowing what I don’t know about women’s clothing — which is everything — I also knew that if we were to go in that direction, I wanted someone fantastic to take us there.

With Winter and another ex-J.Crew member, Jacqueline Cameron, heading up the design front, Dunn launched the new brand. Cameron’s lengthy experience in denim provided a strong asset. Winter enthused:

With wash, Jac’s an artist, but with fit, she’s a surgeon.

The full collection launches in late January but the pre-launch site goes live today. On November 14th, several styles of AYR Denim will be available on the site to shop.



Lighting’s Impact On Sleep: More Than The Off Switch

Retail Today

The Story Behind How LYNK & CO Created A Car Brand From Scratch

Head of Design Andreas Nilsson describes which values were most influential in determining the identity and design direction of the new auto company

Travel Today

Architect’s Design Presents A Radically New Approach For New York’s Penn Station

The firm of Vishaan Chakrabarti has envisioned a bright community and travel hub in the heart of the city


Get PSFK's Related Report: Future of Automotive

See All
Fitness & Sport Today

Editorial Roundtable: Building An All-Encompassing Performance Suite

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats on the partnership opportunities available in health and fitness

Health Today

Fantasy Game Responds To Each Player’s Emotions

The card battling venture measures responses through a Bluetooth clip to adjust the experience accordingly

Related Expert

Daniel Hirschmann

Entrepreneur, Technology Maker, Educator

Luxury Today

Carry A Map Of NYC On A Handbag

The bag from Bottega Veneta has been designed exclusively for Bergdorf Goodman to celebrate New York City

Technology Today

Roaming Robots Crawl Around Your Body To Do Small Jobs As You Go About Your Day

A new concept wearable developed by researchers at MIT and Stanford are fully functional bots that live on your clothing

Europe Today

Runners Are Delivering Groceries To Parisians

French supermarket Carrefour partnered with a running group for fast and memorable deliveries


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 25, 2016

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

PSFK Labs october 25, 2016

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Children Today

DIY Kits Let You Create Your Own Cameras And Speakers

Computer-building startup Kano has entered the IoT space with a new set of original products

Syndicated Yesterday

How Fashion Became All About Fonts

Why a new wave of designs have put typography front and center on your clothing

Retail Yesterday

GM And Audi Are Experimenting With Car Rentals In SF

The automakers are trying something new to capture the segment of urban dwellers who don't want to own a car

Travel Yesterday

This Vertical Forest Hotel Will Improve The Air Around It

An architectural firm is creating a lush mountain lodging in China with so much greenery that it will actually clean the atmosphere

Work Yesterday

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Europe Yesterday

This Company Believes Insects Can Provide Biofuel To Power Our Future

A Polish group is testing out a new factory concept that can provide a source of renewable energy, and even serve space missions

Entertainment Yesterday

Music Venue Caters To Virtual Reality Events

Boiler Room has launched the first VR hub for content creators to capture special footage for the masses

Design & Architecture Yesterday

Transformable Table Maximizes Utility In Small Spaces

The piece of furniture from Boulon Blanc is a functional and well-designed addition for an apartment of any size

No search results found.