Bonobos Inc. has launched a separate brand for women, called AYR (All Year Round), and a related e-commerce site. The contemporary label will have its foundation in denim and pared-down sportswear designs like cotton shirts, silk tops and cashmere sweaters, all in clean silhouettes with minimal embellishments.
“I saw a similar opportunity to Bonobos in addressing a really busy female consumer — but with a new aesthetic and new product,” said Andy Dunn, founder and chief executive officer of New York-based Bonobos, which launched in 2007 with men’s pants and has expanded into a full collection. “We’re focusing on elevated essentials: quality investment pieces that can live in a woman’s wardrobe all year round.”
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