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Bonobos has proven to be an extremely popular menswear brand here in the Hub, marrying its e-commerce model with an in-person showroom, know as a "Guideshop," in the Back Bay. Founded on the premise that classic styles should fit well, staying on trend through the use of color and fabric (say, red chambray). Earlier this week, the company launched its women's line, Ayr—a rather minimalist, ultra wearable set of 25 pieces in about 75 colorways.
Racked National notes that the "buy now, wear now" ethos of the line is translated through a core of customizable denim (inseam, rise, and wash) with a host of options to coordinate, including silk tops, cashmere sweaters, and classic blazers. The collection will be updated seasonally, and WWD reports that there are no plans yet to open Ayr Guideshops.
· Bonobos' Women's Line Ayr Launched Today [Racked]
· Bonobos' Ayr Preps for Launch [WWD]
· Ayr [Official Site]