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Modern Classic Wardrobe Essentials from New Online Brand Ayr


Sometimes the simplest things are the hardest to find. This is the message behind the new retailer Ayr, and we couldn’t agree more. Scoring effortless essentials year-round, like a timeless button-down, an impeccable pair of jeans, or the perfect T-shirt, is exactly what this online brand aims to provide.

Ayr is the third brand and brainchild of Andy Dunn, the founder and CEO of Bonobos, a men’s ready-to-wear brand with a cult following. Launched in October 2013, Ayr was his first collection designed specifically for women that would be “trend-relevant but not trendy" and include classics with a foundation in denim.


And that foundation is strong. Ayr works with the best mills in the world, the country’s top wash-master, and L.A.'s best factories to create jeans you'll want to live in all year. The designers believe details should enhance, not detract, from the girl wearing the pair. With a slim, streamlined silhouette and subtle, matte rose gold hardware, Ayr denim is designed to keep its shape wear after wear.


Ayr's product expertise comes from a dynamic duo. Brand director Maggie Winter spent years merchandising for J.Crew, and Ayr’s design director spent time as senior denim designer at Madewell. Hence, the crisp, clean, and übercool silhouettes that seem somewhat familiar yet incorporate a modern sophistication that stands out among other brands.


A few of our favorite pieces from their summer 2014 collection include the silky soft short story poplin shorts, which fall just above the knee and have flattering pleating along the front—which lays beautifully against most shapes for a sleek and refined look.


The tailored short is a long and lean option that's elegant and professional, while the classic bermuda can be dressed up or down.


When it comes to dresses, you can't get much more relaxed and refined than the only dress. Made to fit any body shape, this loose and breezy maxi is a summer staple for seasons to come.


One of our favorite Ayr features is their partnership with local artists in residence to create a limited edition line of super comfy and chic tees. Graphic T-shirts are a serious trend right now and can be paired with everything from jeans to dressier skirts or slacks. Ayr has currently teamed with Amy Woodside, a New Zealand native and NYC transplant who specializes in graphic print design. Our favorite tee for summer is "Maybe Manana," as this season is all about taking a step back and enjoying the present moment. And the best news? All tees are on sale now!