Contemporary brand Ayr has made its way to the West Coast with a temporary shop on Abbot Kinney Boulevard.
The store carries the company’s denim – which is all made in Los Angeles – dresses, shorts, silk tops and outerwear.
“We’ve always wanted to be in the neighborhood,” said Ayr cofounder and creative director Jac Cameron. “Our things are made here so we can work with our laundries a little bit more closely when we’re out here, which is great.”
The label, whose name stands for All Year Round in a nod to its seasonless pieces, is also sold in Nordstrom, Shopbop and is set to launch with Stitch Fix in the spring.
“The ethos behind the brand is to make an edited collection. So it’s more focused,” Cameron said. “The way that it’s designed is very strategic in terms of what we launched with and how we’re producing product to slot into our customers’ lives. It should be extremely versatile. It should be things that you gravitate to wearing three, four times a week. Super easy to style. The eight or 10 things you would throw in a suitcase for travel.”
Denim accounts for about 40 percent of the company’s business, with outerwear also doing well. An unconstructed robe coat, meant to be worn a number of ways, is one of the company’s big sellers.
The company’s Abbot Kinney store joins an Upper East Side pop-up in Manhattan. There’s also a recently signed five-year lease inked in SoHo on Lafayette Street that started as a pop-up.
The plan, added cofounder and vice president of public relations and brand marketing Max Bonbrest, would be to quickly learn from the Abbot Kinney door before moving on to something else more permanent on the West Coast.
“Not only are we testing in our own home [in New York], this for sure is a market we want to expand into,” Bonbrest said of the West Coast market, “and I think the idea would be to make something permanent sooner – we don’t want to wait a year.”
The move will test market appetite for the brand, started in 2014 as a part of Bonobos. It spun off into a separate business the following year. The company in 2016 closed on a seed round, with investors that included Man Repeller’s Leandra Medine, Birchbox cofounder and first round partner Hayley Barna and Bonobos founder Andy Dunn. That was followed by $5.5 million from an investor pool that included Dutch Fashion LLC – parent to the Joie, Equipment and Current/Elliott brands – which took a minority stake in the business.