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Denim—one of the hardest things to shop for, yet we live in it (whether we feel good in our current pair or not). Well, the women behind AYR (pronounced “air”) are here to change that. Since launching their company in 2014, Maggie Winter, Jacqueline Cameron and Max Bonbrest have been on a mission to make women feel confident. And trust—by the way our butt looks in their jeans, they have truly succeeded.

Watch as cofounders Winter and Bonbrest (who met in college!) discuss challenging the stereotype of what a CEO looks like, how it feels to sell more than 30,000 pairs of jeans in every state and the number of times they’ve asked Google for help. The only question left: Are they hiring?

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