Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Why the DTC Model Can Still Work

At a time when many online brands are pivoting to wholesale or opening stores, the womenswear label AYR sees a future in the old e-commerce model, with some key modifications.
Man and woman in trench coat walking down the street.
Ayr is launching its first menswear collection later this month. (Ayr)

AYR is a direct-to-consumer survivor.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

The Direct-to-Consumer Reckoning

For fashion start-ups, raising money and growing sales came easily. But with costs rising and profits elusive, securing a happy ending for investors is proving much harder.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

In This Article
Topics
Organisations

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON