AYR, short for All Year Round, founded by Maggie Winter in 2014, is renowned for its women’s fashion—a collection of timeless, affordable, and high-quality basics. However, in the past year, the brand embarked on a new venture.
With the appointment of Brice Pattison, formerly the design director at Todd Snyder and a menswear designer at J.Crew, AYR expanded into menswear. In 2022, Pattison, who is also Maggie Winter’s husband, took on the role of Vice President of Menswear Design at AYR, leading the development of the brand’s new menswear line.
Pattison explains, «My wife Maggie started AYR a decade ago, and the idea of a men’s line was always on her mind. She entrusted me with the task of developing this line. I’ve always admired the ethos of AYR’s women’s line—a masculine, timeless style without frills. Creating a men’s line that harmonizes with the women’s collection felt like a natural and exciting move.»
The decision has quickly proved to be a success. Within just one year of its launch, the men’s collection has achieved one million dollars in sales. Pattison reflects, «It’s been fantastic. We took a measured approach to the first year of collections, focusing on classic styles and fabrics. We’ve retained some spring-summer pieces in our winter collection, such as blazers, sweatshirts, and t-shirts because we adore them, while continually evolving the rest.»
AYR, known for its incremental growth strategy, envisions that its men’s line will contribute to 20% to 25% of overall sales within the next five years. For the winter season, Brice Pattison has introduced new pieces, including leather jackets, corduroy shirt and pant sets, two-pocket shirts, an expanded denim section, and winter coats.
«Our best-sellers remain the classic denim jeans, crafted from fabric made in Louisiana, the last American denim fabric manufacturer. Additionally, our sweater, featuring exceptional yarn from Italy and soft cotton, and our outerwear range have been quite popular,» Pattison shares. «We’re also exploring the development of suits and accessories.»
AYR, now exclusively focusing on e-commerce and direct-to-consumer sales, initially operated three physical stores in Soho, New York, Abbot Kinney Boulevard in Venice, Los Angeles, and the Hamptons before gradually closing them. Pattison comments, «We have a deep appreciation for physical stores. They complement our classic clothing style. Stores will certainly play a role in our future, but as a self-founded company, we aim for sustainable growth and a steadfast focus on e-commerce, which we consider a responsible path for expansion.»
AYR proudly aligns its brand with sustainability. Pattison emphasizes, «Sustainability is paramount, and reducing clothing consumption is a crucial step. Our fashion is designed for long-term wear, offered at an affordable price. We focus on creating timeless, trend-defying pieces as a unique approach to sustainability.»
Before joining AYR, Brice Pattison played a pivotal role in the founding team of Todd Snyder New York, where he served as the Design Director. His journey in menswear design began at J.Crew under the leadership of Todd Snyder. With AYR, he relocated to Ojai, California, where he continues to craft his collections.
«AYR operates without a central headquarters. Our team of 20 individuals is spread across various locations, including New York for fittings, as well as Salt Lake City, The Hamptons, San Francisco, Ojai, and Columbus, Ohio. Wherever the right people are, we bring them on board,» Pattison concludes. «This flexible and collaborative approach defines our way of working, one that resonates with everyone on our team, and we’re committed to continuing in the same spirit.