AYR Lands on Fillmore Street After a Stealth Mode Store Overhaul

It was less than two weeks ago when Superga San Francisco closed its doors for the last time, but that space—at 2326 Fillmore Street—didn’t remain vacant for long. AYR, the New York-based brand focused on seasonless wardrobe essentials, has officially set up in the former sneaker shop.

AYR—pronounced “air” and short for “all year round”—is famous for serving up basics that are anything but. The company’s t-shirts and coats have generated epic waitlists, and Vogue raves about AYR jeans. The brand has a long list of celebrity clients, including Oprah, Laura Dern, Karlie Kloss, Chrissy Teigen, and Nancy Meyers. Price points are consistent with what you might expect given AYR’s tony Fillmore neighbors: tees start around $65, sweaters $195, dresses $295, jeans are $185-$225, the famous/infamous robe coat is $595, and this stunning navy duster is $395.

AYR’s buy now, wear now approach to shopping makes sense in the context of San Francisco’s moderate year-round climate. Stop by the check out the selection between 10 am and 6 pm daily.