About a decade ago, upstarts like Warby Parker, Bonobos and Birchbox started the first big wave of digitally native brands selling direct to consumer.

These companies each narrowed in on a niche segment, be it eyewear, menswear or beauty, and disrupted traditional players with a digitally minded model that focused on customer engagement, convenience and experience. Over time, these startups have grown into full-fledged companies that are building out stores and grabbing significant market share.

They're also the mentors to a younger wave of digitally native brands that think much differently about brand purpose, customer engagement and growth.

We wanted to learn more about how executives running these kinds of brands think about the industry and their place in it. So, reporter Corinne Ruff went up to New York to speak with Maggie Winter.

She's the co-founder of AYR — a women's apparel brand incubated by Bonobos founder Andy Dunn. Winter got her start working for merchant prince Mickey Drexler at J. Crew straight out of college. Now, four years into her own business, she said she still hears Mickey's voice in her head telling her to "go where the puck is going."

In her view, it's going toward a more inclusive and sustainable place.

You'll hear all this and more in this episode, so sit back, relax and listen. You can stream the episode below or subscribe on iTunes or Stitcher.