AYR, which stands for All Year Round, is switching things up this summer and relocating to the heart of East Hampton Village. The fashion brand’s Hamptons outpost will feature a selection of timeless AYR looks, as well as several exclusive items – like the French Fry t-shirt in limited-edition stripe and colorway combos and AYR’s first-ever beach towels.
We caught up with AYR Co-Founder and COO Max Bonbrest about the big move, finding the perfect pair of jeans, and more.
Why make the move from Sag Harbor to East Hampton?
MB: After many seasons in Sag Harbor, we were interested in trying out the energy of a new town – I grew up in East Hampton and have seen it evolve over the years. I always wished that there were more small, unique brands on the block and this year, it seems like there is an interesting mix of brands we were excited to align with. I’m happy to see neighbors like Todd Snyder and Clic added to the mix – I feel like AYR brings something unique to the village and we need some good local energy out here!
What initially made you want to have a presence in the Hamptons?
MB: I grew up in East Hampton and have always dreamt of having a shop in the neighborhood – we are thrilled to be a part of the community out East. We see so many customers come in who found us online, or in Soho, and are thrilled to have a physical space to meet the brand and shop at the beach.
Tell us about what shoppers will find at AYR East Hampton this summer.
MB: We’re touting the best of AYR – from Oprah’s beloved Deep End to the Staycation Set to our best selling denim, customers will find everything they need for a weekend at the beach and to take back to their everyday lives.
We are a small brand alternative to the luxury brands on the block. Female founded and female led, we are a small but mighty team of only six people – so when you come into the store you are most likely meeting one of us. I think that genuine connection is something that resonates with our customers and we’re excited to meet her at the beach!
Can we expect any special programming/events?
MB: Currently in the works! We will keep you in the loop!
AYR is known for its beloved denim. When looking for the perfect pair, what should one look for?
MB: Unlike other premium denim brands, AYR manufactures our best selling jeans in up to 48 size combinations. This allows you to find your perfect pair – making sure they anchor at your waist without gaping, that they finish right at your ankle and that the wash pattern and knee position hit in the right spot. Ultimately, what you’re looking for in a great pair of jeans is reflected in how you feel when you step out of the fitting room. Do they hold you without pinching, do they lift up your bum, and do you have room to breathe after eating a lobster roll for lunch? AYR jeans are designed to make you feel like your best self.
What are your summer essentials?
MB: A book and a towel!! (the latter of which we made for the season, in our favorite Deep End Blue & White stripe). The Cool Set, which is softer than clouds, the Deep End to throw over a swimsuit or pair with jean shorts, and the Linguini which has thinner-than-spaghetti straps and is perfect for a date night or BBQ with friends.
When on the East End, what does an ideal day/evening look like?
MB: On a day when I’m not in the shop or working from home, I’ll do a leisurely morning coffee at S&S (the best unkept secret of Springs known for their coffee and pastries, but noteworthy for the drool worthy home goods to peruse while you wait), then I’ll hit the beach with a cooler packed full of Carissa’s sandwiches, slide into an afternoon sail on 3 Mile Harbor with a picnic at sea, or finish the day at Duryea’s for sunset & their epic lobster cobb salad.
AYR East Hampton is located at 32 Park Place in East Hampton.