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Bonobos Founder Explains Why He Expanded to Womenswear

Photo via Ayr/<a href="https://www.facebook.com/ayr">Facebook</a>.
Photo via Ayr/Facebook.

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Bonobos co-founder Andy Dunn took to long-form publishing platform Medium today to discuss his new foray into womenswear, Ayr. He explains why he decided to take a crack at women's clothing, despite it being, a "more competitive, more fickle, and more challenging" market than menswear. He also goes into why Ayr launched as a standalone brand, rather than under the Bonobos umbrella.

Dunn attributes the bold move, as well as inspiration for the line, to Maggie Winter. A former J.Crew retail guru ("senior merchant") who, per her LinkedIn, has Ayr co-founder status, she was the crucial link to starting a brand in such a difficult sphere. Winter had, "two things I look for in a merchant," said Dunn, "art in her soul, and science in her brain. Beyond that, she had a third set of attributes which are incredibly rare to find; you might recognize them as traits one finds in a founder."
· Art in Her Soul, Science in Her Brain: Why We Made Ayr [Medium]
· Shop the Soft Launch of New Women's Line Ayr [Racked]
· Bonobos Hires Talent From J.Crew, Madewell to Launch Women's [Racked]