Closet Archive #A - Aether

Aether, originating from greek mythology, means the pure upper air that gods breathed. Today, it is a relatively new stylish outdoor brand that specialises in apparels targeting outdoor enthusiasts who live in Metropolitan cities, and prefers sophisticated tailoring, functionality in their outdoor apparels.

Co-founders, Jonah Smith (Left) and Palmer West (Right), were initially two independent film producers and winter sports fans from Los Angeles. Over the years, they were frustrated with the extremely limited shopping options for outdoor wear. Believing that they were not alone, the duo decided to tackle this problem and switched their profession to launch their own outdoor apparel brand in the fall of 2009. According to Smith, this unexpected move gathered more attention as other brands weren't launching during that global recession period.

With 4 different collections each for both men (Mountain, City, Road, Beach) and women, (Lounge, Active, City, Mountain) the apparels remain sleek while placing emphasis on its refine fabric technologies such as primaloft insulation that aims to maintain our performance while in wilderness.

In many ways, Smith and West have made Aether appealing to the consumers in various aspects. One of which is their brilliant concept stores as the ideas are remarkably brilliant.  The duo had once adopted an iconic Panamerica Airstream travel trailer as their pop out store to go across America to promote their apparels. Moreover, the incredible stack cargo containers designed by the duo and Thierry Gaugain, a Paris-based designer for their San Francisco retail store was also an impressive accomplishment.

Including the two mentioned above, Aether now has a total of five official stores in America and can be found in 75 specialty stores in ten countries. For e-commerce shoppers, you can enjoy having a shopping spree in their official site, yoox.com and very soon Mr. Porter. At last, I'll share with you below this stunning San Francisco store's introduction video to delight your first day of the week. Bye!




AETHERsf from Aether Apparel on Vimeo.



Images via Aether, Scenemag.