AYR bows new location in SoHo

Lifestyle brand AYR, which stands for All Year Round, just confirmed a new boutique landing on the East Coast. The contemporary label will open its first permanent location in SoHo.

The brand's SoHo location opened this Thursday, April 6, according to WWD. The shop boasts 600 square feet and offers the brand's new spring collection. The boutique first debuted as a temporary pop-up for three months. It seems likely that the location was a success for AYR, as the company decided to make the store a permanent retail spot. The new store also serves as an additional flagship, according to the brand's website. AYR also has a brick-and-mortar location in Uptown New York.

The company was established in 2014 in downtown New York City. As an American company, the brand's denim is manufactured in Los Angeles. AYR is planning on growing its retail footprint even further. As reported by WWD, the company's SoHo location is already predicting first-year sales projections over $1,600 a square foot. In the future, it'll be interesting to see how the downtown location fares in the city. Currently, AYR also has a temporary pop-up in Abbot Kinney in Venice Beach as well.