Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Online shopping is second nature these, days but there’s no way a few clicks could ever replace the tactile experience. The best e-commerce brands out there know that, and many have turned to setting up a store of sorts in their own offices that are open to the public by appointment.
AYR —the womenswear brand with high-end basics and really good denim — did just that, following in the footsteps of its former brother company Bonobos with a "Guideshop" at their shared Chelsea headquarters that opened in 2014. And now that the label has struck out on its own, it’s replicated that experience with the Studio Shop at its new Noho offices.
The shop echoes AYR's streamlined website design with simple hanging racks that feature its famed denim mixed with everyday essentials in an array of neutrals, with the occasional pop of soft blue or coral. There's little decor, save for a moodboard in the corner and a curtain-enclosed fitting room, but the open space sets the tone for a personal shopping experience that is just as easy as the clothing.
A complimentary 30-minute session lets shoppers try on any item before purchasing, while $50 gets you one-on-one time with creative director Jac Cameron to assist with fit, sizing, and styling. You can even turn it up a notch by adding friends and bubbly to the mix by booking the "Drinks and Jeans For 2+" service ($100). All fees apply as credit towards future purchases, which are delivered within two days — so you can make it to your post-shopping destinations without the load.