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.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
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