Fashion Brand AYR Is Redefining All-American, Timeless Staples

When longtime friends Maggie Winter and Max Bonbrest first launched their fashion brand AYR (which stands for All Year Round) in 2014, they had no idea it would be so successful. The slow fashion brand has an ever-expanding line of womenswear and menswear.

The brand has been called everything from “coastal grandmother” to “best basics” and an “Oprah-loved brand.” Internally, they create “seasonless, ageless, effortless apparel for everyday life,” said Winter. “‘Old soul clothes for a new era’ as we say.”

Denim makes up roughly half of their business, every year. So it makes sense that AYR is known for their signature pieces, like The Secret Sauce wide-leg jeans for women. “It’s a super versatile pair of jeans that can be dressed up or down, and goes with a ton of different shoes,” said Brigette Deshais, the vice president of womenswear.

“It’s also so comfy, and comfort is a huge priority for us.”

Their jeans go with their Early Mornings Tee, a blue and white striped shirt, which sold out quickly and will be restocked this July. “It’s a long sleeve tee made of a thick, heavy cotton jersey that’s supremely soft. It’s the kind of thing you reach for when you want something in between a tee and a sweatshirt,” said Brigette Deshais, the vice president of womenswear.

They’re also being put on the map for their womenswear” class=”color-link” title=”” data-ga-track=”ExternalLink:” aria-label=”dresses”>dresses, like the dotted perfect slip dress to the colorful Extra Extra summer dress or the Now or Never, which Deshais calls “a 1990s minimalist dream in cotton with a built-in shelf bra and adjustable straps.” It comes in brown and black.

As for menswear, their sell-out hit has been The Normie, a straight leg pant with a classic button fly and easy fit, as well as The Slacker, their relaxed fit pant made with premium denim. They pair well with their versatile shirt-jackets, like The Dive or The Alpha, or their mens tee, which comes in stripes and neutrals, which are great for layering.

They produce their items in small batches and make their jeans in Los Angeles. “We’re obsessed with fit, quality, versatility, and longevity,” she adds. “We’ve been friends-and-family owned-and-operated from the start, and that all hands-on deck scrappiness has remained core to our brand today.”

According to Bonbrest, the team’s friends and family model for them, including her 88-year-old grandmother. “We’ve found a blend of classic, comfortable clothing, clever tone, and playful imagery that resonates with our audience,” she said.

They’re mainly known for their denim and tees, though the brand has grown to include go-to pieces for the everyday wardrobe, from knitwear to outerwear and dresses. Their newest addition to the AYR line is menswear, which they introduced in 2022. Their womenswear is designed by Brigette Deshais, who is formerly the director of Ready-to-Wear at Frame.

The menswear is designed by Brice Pattison, formerly design director at Todd Snyder. “It’s a natural evolution for us,” said Maggie Winter, the brand’s co-founder and CEO.

“I wanted to provide men with smart, versatile clothes that are made thoughtfully, with beautiful textiles and great attention to detail,” said Pattison. “My dream is for our guy to be able to pack his carry-on luggage in AYR, have it work anywhere, and last forever.”

When they first started the brand, it was “an alternative to fast fashion,” said Bonbrest. “That will always be at our core. AYR began as a scrapbook of ‘perfect products,’ the perfect slim crewneck knit, the perfect oversized button-down, the perfect loose striped tee. Great design, premium quality, intended to be worn all year round, and throughout the many seasons of one’s life.

The brand plans to keep expanding their menswear and womenswear. They also plan to keep making versatile, well-made classics that fit. “We want them to stand the test of time,” said Pattison. “It’s important to me that our clothes last, that they’re durable, made to be worn for years, and that they’re versatile.”

He adds: “My dream as a designer is that you could pack a few AYR pieces in a carryon or a backpack for a long trip and wear them a bunch of different ways to a bunch of different things and places.”

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