i spent a fair amount of time clicking around the AYR website because (a) they have beautiful clothes and (b) the website is soooooo nice to look at & use. i particularly love the little wheel you can click on to select different colours of the same product (see this rad dress as an example). i actually hadn’t heard of AYR before, but they focus on a few products done well (think Everlane) – great denim (loads of choices!), chambray, cashmere, tees, simple dresses and the like.
Sometimes the simplest things are the hardest to find. We imagined a line of our favorite pieces, the things we would live in every day, all year round. So we stopped looking and started designing. We believe in good design, value out of versatility, and thoughtful service. Product and process should be easy and effortless. Our edited essentials and our exclusively digital experience look forward, not back.