AYR, the digitally native women’s brand known for their cult-like following in denim and outerwear, will open its “Beach House” store this Memorial Day weekend in Sag Harbor for the 2018 summer season.
AYR, which stands for All Year Round, makes essentials for women, and in addition to jeans, tees, linen tops and silk dresses, AYR Beach House will carry items exclusive to the Hamptons, with a new product delivered weekly, as well as other favorite brands such as Matteau swimwear, Stillhouse home objects, beach bags and totes but KariCat and Point Dume hand-dyed cashmere scarves.
“We were excited to explore what AYR might look like ‘out of office’ – it’s a very aspirational market, but a familiar community. My co-founder Max grew up in East Hampton – she’s a local, and she spends her summers with family and friends out East,” AYR’s Co-Founder and CEO Maggie Winter explained. “AYR Beach House seemed like a fun way to bring the brand we love to a place we love. Last summer was such a success, we are excited to reopen for the season.”
The beachy vibes of Sag Harbor will have a modern twist. “Our textiles are focused on lightweight gauzy qualities that are not high maintenance, the pieces themselves are easy to style and versatile by nature,” noted Jac Cameron, AYR’s Creative Director.
“I grew up in this community and wanted to bring our brand to life here in a way that is inclusive of the local community, celebrating the style and magic of the East End, while providing a choice that is unique and can’t be found everywhere. We incorporated both Hamptons style and community, while staying true to our brand’s native New York identity. AYR is the perfect mix of city and beach vibes, and our girl can now find something to wear in both places,” added AYR’s Co-Founder, Max Bonbrest.
AYR Beach House will open on Friday, May 25 and remain open through September.
AYR Beach House is located at 25 Madison Street in Sag Harbor. For more information, visit www.ayr.com.