Maggie shot most of what’s on
our Instagram. She’s an amazing photographer. The captions
are straight out of her head—
not from a copy and marketing
team that we could’ve spent God
knows how much money on.
Now Max oversees all our store openings.
A few years ago, we were looking for a space for a pop-up in the Hamptons. I found a great
deal in Sag Harbor—half of a charming, old wooden house with a porch and a fireplace.
We still debate every new location ...
… and still wear a lot of hats.
I was like, “No way. It’s in a house. It’s off Main Street.
How are we going to get people here?” Max pushed for it,
and she was right. It’s become this hangout. It was profitable in its first summer.
As opposed to a glossy campaign
with a glossy model and a glossy
photographer. We don’t retouch the
models, and the “models” are our
friends. Like Max’s Granny.
… going on 34.
She’s 84 ...
THE WHYS AND WHAYRS OF AYR
New York City
To build a fashion
company around just
a few essentials,
rather than creating
exhaustive lines of
clothing each season
ESTIMATED 2019 REVENUE
More than $10 million
Karlie Kloss and
AYR’s creative director, who,
according to Winter,
makes “the best jeans in
the world, period.”
AYR’s resident marketing
whiz and COO, who left the
Olsen twins’ company to
work with Winter and