What AYR does

AYR (All Year Round. All Yours.) is a private, direct-to-consumer fashion brand founded in 2014 and headquartered in New York City. The company designs and sells premium contemporary apparel — primarily to women, with a more recently added menswear line — exclusively through its owned e-commerce website, ayr.com. The assortment is anchored by LA-made denim (marketed as a decade-long heritage with a 30-year-experienced factory partner that employs laser finishing, E-flow water reduction, and eco stones for sustainable production), Peruvian cotton tees, and shirts cut from Mediterranean-milled textiles sourced from Italy, Portugal, and Turkey, with the Tate shirt produced at a Sedex-audited Shenzhen factory established in 1987. Products are positioned as "New American Classics" with a stated philosophy that "longevity is luxury."

The business operates an asset-light, single-channel model: there is no physical retail, no third-party marketplace presence, and no wholesale distribution. Revenue is generated entirely through direct transactional e-commerce sales, with womenswear denim priced at $265–$285, premium tees at $78–$145 (with a multi-buy 20% discount), tops and shirts ranging from $88 to $695 depending on material, and final-sale markdowns of up to 60% indicating periodic inventory clearance. GTM is organic-driven via Instagram and Facebook content, an email capture workflow offering a 10% first-order incentive, and brand storytelling centered on fabric sourcing and manufacturing heritage.

The company is led by co-founder and CEO Maggie Winter and is privately held with no disclosed parent company or institutional ownership beyond a 2016 early-stage raise of approximately $5.5M from Outbound Ventures and Reshape and a subsequent FJ Labs round in 2019 (amount undisclosed). Headcount is 11–50 employees, the firm is based in New York City, and it markets itself as shipping globally while remaining anchored to its US and Mediterranean sourcing footprint.

Name

AYR

Website

https://ayr.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

AYR is a private New York-based direct-to-consumer fashion brand designing premium contemporary womenswear and menswear sold exclusively through ayr.com, anchored by LA-made denim, Mediterranean-milled textiles, and a "longevity as luxury" positioning targeting consumers seeking durable everyday essentials.

Ownership category

akta.pro rank

Product category

Premium Casual Apparel

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industry

Dresses, Skirts & Tailored Apparel Cut & Sew (Suits/Formalwear) (IMAOAEAF)

Keywords

• Premium denim apparel
• Direct-to-consumer womenswear
• Made-in-LA jeans
• Menswear essentials
• Contemporary clothing brand

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Revenue is generated through direct-to-consumer e-commerce sales of apparel including denim, tops, tees, dresses, and accessories. Sales are one-time transactional purchases with no recurring subscription component. The brand offers a sale/final-sale section with up to 60% off select styles, indicating periodic inventory clearance.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

AYR designs, brands, and sells premium casual apparel — primarily denim, oxford-cotton shirts, tees, tops, bottoms, dresses, jackets, and accessories — directly to consumers via its own e-commerce site. Its core manufacturing capabilities include a decade of LA-made denim production with a factory partner specializing in sustainable finishing, plus Mediterranean-milled (Italian/Portuguese/Turkish) and Peruvian-cotton textile sourcing for shirts and tees.

Product overview

AYR (All Year Round. All Yours.) is a direct-to-consumer fashion brand offering contemporary clothing with a focus on 'New American Classics.' The product portfolio is organized into two main segments: Womenswear and Menswear, each featuring distinct named product lines. The core offering centers on LA-made denim (a decade of denim expertise), premium oxford cotton shirts (Mediterranean-milled textiles from Italy, Portugal, Turkey), Peruvian cotton tees, and versatile essentials across tops, bottoms, dresses, jackets, and accessories. Key womenswear products include The Secret Sauce (straight leg denim), The Tate (oxford cotton shirt), The Legend (straight leg denim), The Culture (denim), The Practice Tee (Peruvian cotton), The Bud, The Deep End, and The Early Mornings Tee. Menswear highlights include The Normie, The PhD, The Slacker, The Heavy O, The Ginza, The Everyday (cool wool), The Go Team, The Houseplant, and The Heavy T. The brand emphasizes versatile, comfortable, easy-wearing essentials designed to last, with 'longevity is luxury' as a core philosophy.

Differentiator

Problem solved

Functional benefit

Products and services

• The Secret Sauce (Womenswear Denim) Premium women's straight-leg comfort-stretch high-rise denim made in LA with vintage-inspired creasing; positioned as an anchor signature jean for women seeking durable, flattering everyday jeans.
• The Tate (Womenswear Oxford Shirt) Premium women's oxford cotton shirt with elegant stand collar, deep dolman sleeves, and extended shirt tail, made from Italian oxford cotton milled in Italy; a signature premium shirt for women.
• The Legend (Womenswear Denim) Premium women's straight-leg comfort-stretch denim with waist-snatching high rise, made in LA; positioned as a versatile premium jean at $265-$285.
• The Culture (Womenswear Denim) Women's premium denim positioned as the seasonal jean with a West Coast Cool, vintage-inspired aesthetic; sold as a standalone denim piece in AYR's womenswear storefront.
• The Practice Tee (Womenswear Premium Tee) Premium women's tee crafted from Peruvian cotton as part of the luxury knit collection; soft, durable everyday tee positioned as a core wardrobe staple with 20% off when buying 2 or more.
• The Brava (Womenswear Bottoms) Women's pants/shorts from the AYR bottoms collection; part of the womenswear bottoms assortment designed for versatile, all-season wear.
• The Tilda (Womenswear Dress) Women's dress in the AYR dresses and skirts collection, expanding the womenswear assortment beyond denim, tops, and bottoms.
• The Tory Belt (Womenswear Accessories) Handmade women's belt sold as a top-notch-quality accessory within AYR's womenswear accessories line.
• The Normie (Menswear Denim) Men's core denim jean identified as a best-selling men's style in AYR's California-made denim collection; anchor product in the menswear assortment.
• The PhD (Menswear Premium Tee) Men's premium tee designed for everyday wear in AYR's men's basics collection; positioned alongside denim as a foundation menswear staple.
• The Slacker (Menswear Denim) Men's relaxed-fit denim jean from AYR's California-made denim collection; complements The Normie and The Ginza within the men's denim assortment.
• The Heavy O (Menswear Heavyweight Tee) Men's heavyweight t-shirt from AYR's premium men's tee collection; constructed for durability and a structured everyday silhouette.
• Final Sale / Clearance Collection (Menswear & Womenswear) Rotating clearance / final-sale inventory merchandising channel on ayr.com offering up to 50-60% off select styles, supporting inventory turnover and customer acquisition through deep discounts across both storefronts.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Los Angeles Denim FactorycoreStrategic or Co-development PartnerAYR's core manufacturing partner for denim production in Los Angeles. The factory has 30 years of premium denim expertise and is investing in sustainability through laser technology, E-flow machines to reduce water consumption, and Eco stones to replace pumice stones. AYR describes the relationship as a close partnership across the 405 freeway, ensuring every detail of premium jeans is executed with precision.
• Shenzhen Factory (China)minorStrategic or Co-development PartnerThe Shenzhen-based factory, established in 1987, partners with legendary French designers as well as small emerging brands and specializes in sewing soft, delicate fabrics. It has passed the Sedex Members Ethical Trade Audit. This factory produces AYR's Tate shirt line, including Italian oxford and cotton variants.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• MOTHER Denim: LA-based premium denim brand with vintage-inspired, lifestyle-driven aesthetic; competes in the same premium-denim shelf space as AYR and shares the West Coast design language.
• Everlane: Direct-to-consumer apparel brand built around premium 'radical transparency' essentials and ethical manufacturing — directly comparable to AYR's DTC premium-essential positioning and made-in-USA/ethical sourcing narrative.
• Madewell: Denim-led womenswear brand (an J.Crew Group label) with strong 'California-made' DNA and lifestyle essentials — overlaps heavily with AYR's womenswear denim-first assortment and casualwear category.
• AGOLDE: Premium denim brand with vintage-inspired, LA-rooted aesthetic targeting a similar customer profile to AYR; both compete for the premium-denim shopper who values quality fabrics and heritage cuts.
• Citizens of Humanity: Premium LA-based denim and apparel brand with a curated, essentials-driven assortment; directly competes with AYR's premium-denim and 'longevity as luxury' positioning.
• PAIGE: Premium denim and lifestyle apparel brand originating in LA, with a heritage manufacturing and comfort-fit story similar to AYR's LA-made denim positioning.
• Frame: Premium denim and ready-to-wear brand with LA-based design and elevated essentials; comparable mid-premium price band and DTC-plus-wholesale model targeting AYR's shopper.
• Reformation: Sustainable DTC womenswear brand built around ethical manufacturing, premium materials, and LA-based operations; comparable sustainability narrative and DTC-only distribution to AYR.
• Cuyana: DTC essentials brand marketing 'fewer, better things' with global artisan manufacturing; directly comparable ethos and premium essentials category overlap with AYR.

Emerging players

• DL1961: Premium denim brand with a focus on sustainable manufacturing and performance fabrics; comparable premium-denim category and sustainability messaging to AYR's LA-made denim story.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ayr
• Instagraminstagram.com/ayr
• Xx.com/ayr
• LinkedInlinkedin.com/company/ayr

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AYR