{GBF Lookbook | AYR Fall 2014}

As LA slowly inches towards fall, I want to share one of my latest fashion discoveries. AYR denim is the luxe to basic lovechild spawned from the brains of Bonobos. The new kid on the block houses jeans, soft silk crepe blouses, tanks, sweaters, and tees that are normcore in its everyday wearability and appeal but sits in a league of its own when it comes to fit and quality.
If it wasn't for my love of raw fish, I wouldn't have discovered my new favorite brand. A few months ago, Bonobos invited me to a launch party celebrating their La Brea store opening. To be honest, I didn't have much interest as it's predominantly a menswear boutique but went anyway because Sugarfish was catering. That night, I carb and mercury loaded.
A few weeks later, I get an invitation to attend the AYR LA press preview. I'm out of town and can't make it. Instead of taking no for an answer, their PR guru asks me out for drinks when I get back. I can't make that either but the personal invitation makes an impression so I take another look at the AYR website. And all of a sudden, it clicks. It's not just denim. It's a lifestyle that's attainable yet elevated and fits in so perfectly with the everyday lives of nearly every subcluster, subculture.
Obvious fashion PR takeaway: yes, the product speaks for itself. But it helps to have a loud and friendly mouthpiece.
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