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

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?

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