From catwalk to consumers’ closets, the 21st century brought us brand names like H&M, Forever 21, Zara, and Uniqlo, giving consumers access to affordable fashion trends fast. While the mass fast approach initially took the industry by storm, we’re sensing a bit of fatigue. Consumers today are adopting more conscientious shopping habits in favor of investing in quality, timeless pieces.
Launched in 2014, the luxe basics brand AYR (pronounced “air”) had the disposable fashion antidote… seasonless clothing collections. Founded by three females, Maggie Winter, Jac Cameron, and Max Bonbrest, they set out to create foundational basics meant to last, hence the meaning of the name “All Year Round.” With extensive experience in the fashion industry working under brands like J.Crew and Madewell, the trio garnered attention from Bonobos founder and CEO, Andy Dunn. After venture capital investment and an incubation period of two years under the Bonobos brand, AYR spun off on its own.
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Starting out as a direct-to-consumer brand, AYR offered essential wardrobe items for everyday life like denim, T-shirts, dresses, and jackets instead of trendy pieces with an expiration date. Unlike traditional retailers who produce apparel lines in mass, they limit distribution and expect to run out. One new piece is launched (or dropped) each week in minimal quantity and the designers collect customer feedback to inform the core collection.
“We simply don’t replace our closets monthly or quarterly. You don’t change who you are every thirteen weeks; why should you change how you dress?” states Maggie Winter, AYR CEO and co-founder. “Seasons mean very little outside of a school calendar. The customer influences the calendar, and the industry must respond. The power has shifted.”
Having developed a cult following from digital influencers and celebrities like Chrissy Teigen, Emma Stone, and Karli Kloss it was only a matter of time until AYR went from clicks to bricks. The brand launched an initial flagship store in Soho and most recently in Venice on Abbott Kinney Road. The minimalist brand adopted a similar retail strategy to Bonobos’ “Guideshops.” Stocked with one size in every style, there’s no inventory for sale. Instead, it’s more about a high-end shopping experience with personal styling advice. Items are then purchased online and delivered within 1-2 days.
While we live in a world where instant gratification has been a dominant driver, we’re seeing a shift in consumers who are finding satisfaction in selection. They’re less about dressing for seasons or occasions and more about clothing that lets them seamlessly transition throughout the day or events.