Did We Just Find Your New Favorite Jeans?

AYR

Ever eyed your boyfriend's Bonobos pants and felt a pang of jealousy? The brains behind the e-commerce phenomenon have just launched AYR, a brand-new women's line that is meant to be the building blocks of the perfect seasonless wardrobe. With special attention paid to denim, with an emphasis on fit, fabric quality, and unusual washes you won't already own, the line owes its sleek lines and easy cool to brand director Maggie Winter and design director Jac Cameron. We had the chance to get the inside scoop from the superchic duo (seriously, we want to steal Jac's hair color, like, now) as the site makes its full debut today. Check out the full collection at AYR.com, and don't blame us if you end up buying a piece or five.

The Building Blocks
AYR

The Building Blocks

POPSUGAR: How do you define the perfect wardrobe building blocks?

Maggie Winter: We imagined a line of investment pieces and our favorite things — the pieces you reach for season after season, year after year — essentials that integrate perfectly into your wardrobe. This is for a girl that knows what works for her and trusts her instincts, so she won't compromise on quality and isn’t necessarily chasing ever trend.

Jac Cameron: It's the perfect pair of jeans and everything that goes with it.

Any Time, Any Place
AYR

Any Time, Any Place

PS: What does seasonless dressing mean to you?

MW: We wanted to simplify wardrobing, both in product and process. Women are educated consumers and lead full, busy lives. We find value in versatility and convenience and need clothes that are as hardworking as we are. We wanted to create a collection that could live in your wardrobe season after season — with layers that are timeless and complement the foundation of our line and our wardrobe: denim.

Blue-Jean Queens
AYR

Blue-Jean Queens

PS: Denim is so critical to the line. How did you decide on the fits and washes?

JC: We started by focusing on a long over lean silhouette, with a range of styles that complement — a skinny, a ciggy, and a micro flare in a range of shades, from a beautiful, inky dark blue to hints of bright aqua hues to soft, powdery baby blues — the focus, of course, being in fit and fabric, creating a jean that both lifts and holds. Great, fitting clothes don't just come from the cut of the cloth; the fabric plays a big hand.

MW: With wash, Jac's an artist, but with fit, she's a surgeon. There is no better person for the job of creating a perfect pair of jeans. Fit and fabric truly do go hand in hand.

The Plan
AYR

The Plan

PS: Where do you see the line moving next? What will the coming months and years hold?

JC: In terms of design, we are building on a timeless foundation of basics from our initial season. We're already expanding into different product categories — adding dresses for Summer and tailored outwear and trousers for Fall.

MW: Right now, we're focusing on one channel, and that's online — but we do see the opportunity and importance of a physical presence. We've learned from Bonobos and plan to take a page from their book in focusing on digital first.

Getting to Know You
AYR

Getting to Know You

PS: How does selling and interacting directly with the consumer online play into your design process?

MW: Being direct to consumer allows us to have a back-and-forth conversation.

Based on feedback from our initial run of preview denim, we were able to tweak both product and process. We are constantly asking ourselves: What is our customer looking for that she isn't getting? What can we do better? We can't wait to begin to have that conversation with her.