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Diane Cha recently left her senior job at Gap Inc.’s Athleta brand to join Ayr, a virtual label with no offices or headquarters. Cha will work from her bedroom in Orange County, California, with a team spread across three time zones from Ojai, California to Coatesville, Pennsylvania. Despite most fashion labels rushing employees back to the office after pandemic restrictions loosened, Ayr permanently shut down its offices in New York’s Noho neighbourhood. This decision has resulted in sustained revenue growth for the label, with annual revenues quintupling over three years and reaching $50 million this year.

Operating virtually has allowed Ayr to recruit more experienced people from across the country and has had a significant impact on its growth. When Mallory Snyder, Ayr’s chief people officer based in Emigration Canyon, Utah posted an opening for a senior creative manager she received over 5