Timeless, Tailored, and Totally Chill: The Year-Round Appeal of AYR
Origins and Founding
AYR—short for All Year Round—was founded in 2014 by Maggie Winter, Jacqueline Cameron, and Max Bonbrest. Originally incubated by Bonobos, AYR launched as a women’s label that rejected fast fashion in favor of elevated essentials. With a mission to create versatile, seasonless clothing designed to outlast trends, AYR quickly became a cult favorite for its perfected fits, clean lines, and modern take on American classics.
Ownership and Leadership
In 2016, AYR spun off into an independent, female-founded company with Maggie Winter as CEO and Jacqueline Cameron as creative director. The brand continues to operate direct-to-consumer and is known for its transparency, small-batch production, and anti-hype attitude.
Aesthetic and Design Language
AYR’s aesthetic is best described as laid-back polish. Known for its crisp shirting, clean denim, and soft tailoring, the brand creates pieces that feel like forever-favorites—no logos, no frills, just perfect proportions. The collections are built around wardrobe staples in soft blues, crisp whites, and neutral shades. Silhouettes are relaxed but structured, favoring ease over excess and quality over novelty.
Notable Pieces
- The Deep End Shirt – An oversized poplin button-down with a slightly longer hem, beloved for its menswear-meets-beach vibe.
- The Ciggy Jean – Mid-rise straight-leg jeans with the ideal amount of stretch and vintage wash appeal.
- The French Fry Pant – A cult-favorite pull-on, wide-leg trouser with subtle tailoring and elastic waist.
- The Sno Cone Coat – A wool-blend overcoat with a relaxed fit and versatile colorways.
- The Pop Dress – A breezy cotton poplin dress with pockets, perfect for warm-weather layering or minimalist styling.
Famous Fans
- Gwyneth Paltrow
- Ali Wong
- Arielle Charnas
- Eva Chen
- Smart-casual influencers who live in neutrals and denim
The Future
AYR continues to expand its sizing and seasonless staples, keeping its offering focused and slow-growing. With more fabric innovation (like stretch poplin and wrinkle-resistant cottons) and extended fits, the brand is building an even stronger case for everyday luxury—where basics become anything but basic.
