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During last month's AYR preview at the Chateau Marmont, we discovered that the NY-based Bonobos sister brand produces all of its denim right here in Los Angeles. Although the new label only launched this May, its fall 2014 denim collection offers a generous 17 different washes in a total of five styles, ranging from skinny to flare to slouch. Here, AYR's design director Jac Cameron and brand director Maggie Winter give us the scoop on the label's local appeal and rump-rising features.
Why is AYR's denim made in LA instead of New York?
Maggie: "LA has some of the best denim wash-houses and factories in the world. The facilities are incredible—and huge! It's such a departure from Manhattan, where we don't really have the luxury of space. Plus, it's easy to partner with our LA factories face-to-face without traveling overseas. There are excellent facilities all over the world, but producing in LA allows us to focus on quality over quantity."
Jac Cameron and Maggie Winter.
Why is AYR fit for the LA denim-wearer?
Maggie: "AYR stands for All Year Round. We envisioned a line of pieces that takes you from work to play, season to season, year after year. LA is basically season-less, but there's also such versatility among all the communities and creative industries in the city. AYR is made for the LA girl."
What sets AYR denim apart from other brands?
Jac: "What we really strive to achieve with our jeans are two things—a high level of comfort in wear and an incredibly flattering butt. We engineer the back seat of our jeans to enhance and lift. We work with some of the most innovative denim mills in the world to create fabric that molds to you as you wear it, but won't bag out. All design details are subtle and have purpose; there is no detail that is unconsidered. But really, it's all about how AYR denim fits and feels on the body."
What are your personal favorite styles?
Maggie: "The Skinny in White. I'm obsessed!"
Jac: "A beautifully distressed inky indigo we call 'Jac's Jean'—based off of a jean I broke in for seven years and wore into the sea in Nicaragua. I can't stop wearing it!"
What is the next big denim trend?
Jac: "We focused highly on saturated rich indigos for fall 2014 with some destroy in certain places. We are launching a new, super-sexy high-rise skinny jean in black and dark indigo, which I personally can't wait to get my hands on!"
What denim trend are you over?
Jac: "I'm feeling less into super heritage, heavy-weight denim in highly tinted washes. I much prefer refined, cleaner character and shades. We trend towards the wash you will pick up every day and wear season to season, year after year."
· AYR [Official Site]
· Inside Bonobos, La Brea's Coolest New Brotique [Racked]
· See What the Team Behind AYR Wears to Work [Racked Nat'l]
· AYR Has Your Office-Appropriate Summer Wardrobe Down [Racked Nat'l]