After eight years focused on selling classic womenswear, AYR is taking the plunge into men’s for fall.
Ninety-eight percent of sales come from e-commerce and 90 percent are at full price. AYR’s oversized button-down, The Deep End, was named one of Oprah’s Favorite Things in 2021. Wait-lists for bestselling styles have reached in excess of 25,000 people, and restocks sell out in days.
“As an independently owned, profitable business, we’re in the unique position of being able to chart our own course,” she said. “We have a very lean but expert team running an extremely efficient d-to-c [direct-to-consumer] business. So the goal for the company is to continue to put all of its profits back into improving design and expanding our offerings — which brings us to this new category of menswear.
There are heavyweight flannel overshirts, Peruvian pima cotton T-shirts, a reversible down vest, cotton twill peacoat, french terry hoodies, crewnecks and pants, a merino fisherman’s sweater, khaki pants, and bold striped button-down shirts, he said. Trousers have “classic sartorial” details, such as side tabs on the waistbands, eliminating the need for a belt.
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