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Bonobos was born when two guys, Brian Spaly and Andy Dunn, couldn't find a nicely-cut pair of men's chinos. The company has since expanded into shirting and denim, but its DNA has remained the same: well-tailored basics for dudes. That is, until now.
Today, PandoDaily reports that Bonobos is entering the women's market with a new brand named Ayr. It will soft launch with "a limited 1,000-unit run of jeans," to debut to a test audience. The full line is slated to hit in February and will include 75 pieces such as blouses, sweaters and "a long blazer that makes every single outfit look like you added $2,000 to it." Jeans will boast 30% stretch that "lifts where you need to lift" and will be offered in three cuts in various lengths and sizes.
The bros at Bonobos won't be designing Ayr; Dunn went straight to Mickey Drexler's domain for staffing. He's recruited Maggie Winter from J.Crew's retail division and former Madewell denim designer Jac Cameron to run the effort. It certainly sounds very promising, doesn't it?
· Hello, Ladies: Bonobos finally launches a women's line [PandoDaily]
· Bonobos Founder No Longer Believes in Online-Only Retail Model [Racked]