NEW YORK — Andy Dunn, chief executive officer of Bonobos, wants to create “slowed-down fast fashion” with the launch of the company’s first full collection from its women’s brand, Ayr.
As of today, ayr.com — the brand’s name is the acronym for All Year Round — will be stocked with women’s contemporary apparel ranging from denim and basic silk tanks to sweaters and outerwear. The site went live in November, soft launching with two styles of denim: a skinny and a cropped “ciggy” silhouette, each in two washes.
“There is great stuff from a fast-fashion standpoint, but what about a woman who is graduating from that who wants great essential pieces?” Dunn said in an interview with WWD. “[We asked ourselves]: How do we create a brand that does that with a digital model?”
The ceo cited Nasty Gal, Everlane and Modcloth as successfully establishing strong fast-fashion, e-commerce businesses — but said he had yet to find a pure-play e-tailer that specializes in contemporary apparel.
“A huge amount of the offline world lives at this price point, but there is nothing digital at its core,” Dunn said.
Ayr brand director Maggie Winter said the line, which has an average price point of about $150, abides by an intuitive “buy now, wear now” philosophy. Pieces range from $50 for a graphic T-shirt and $150 to $195 for denim to $480 for Italian wool outerwear. Ayr will expand its denim offerings from two to 12 washes with 50 possible combinations between waist, fit and inseam — from 25-inch cropped styles to 34-inch skinny flare.
The overall collection includes 25 pieces that come in about 75 colorways. While the line will be updated seasonally, Winter said every season should layer on to a previous season.
Dunn and Winter wanted to make sure that Ayr wasn’t just “Bonobos for women,” and that it established its own identity, separate from the parent company. That said, they also wanted the business to incorporate Bonobos’ digital-driven model, including its technologies, customer service, fulfillment, sourcing and marketing.
“Part of the strength of Bononos is that it’s a club for the guys,” Dunn said. “It’s about great fit and service and fun, and we didn’t want to dilute that story in any way by going into women’s. If we extended [Bonobos] to the women’s side, we would end up with something that we weren’t going for. It would end up being more niche than what we thought Ayr could be.”
Dunn declined to share first-year projections, but said he hopes to see “something bigger than Bonobos’ first year.” He did estimate that sales for Ayr would account for 5 percent of the company’s overall business this year.
Dunn is taking a wait-and-see approach when it comes to opening any of its guideshops — retail outposts where consumers can try looks on and place online orders— for Ayr. Bonobos didn’t get into physical retail for three years, and since testing out the first guideshop in its headquarters here in 2011, the brand has opened eight doors in markets such as New York City, San Francisco, Boston and Austin, Tex.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye