Redefining Outdoor Apparel with Urban Sophistication

Their Story

In 2009, founders Palmer West and Jonah Smith sought to fill a gap in the ski wear market. Frustrated with apparel dominated by loud logos and neon colors, the two former filmmakers envisioned a line that could seamlessly transition between urban sophistication and functional performance on the slopes. Their challenge was to create a brand that combined high fashion with rugged durability.

The Challenge / Our Solution 

Collaborating with the graphic design agency Carbone Smolan, we developed name ideas for this innovative clothing line. The chosen name, “Aether,” meaning “rare air of the gods,” elegantly bridges the earthly and the ethereal, symbolizing a connection between the founders’ vision and their brand expression. The visual identity was crafted to align with this concept: a sleek, elemental black-and-white palette conveys high-fashion masculinity, while the iconic mark reflects the founders’ ambition to achieve excellence.

The Results

AETHER launched as a men’s collection that looked at home in the city but was built for the great outdoors. Today, AETHER has evolved into a comprehensive lifestyle brand catering to urban, design-conscious, and well-traveled men and women. Headquartered on Melrose Avenue in Los Angeles, the brand embodies innovation and bold retail concepts. For instance, the flagship store on La Brea Avenue features a walk-in freezer chilled to 9 degrees for testing outerwear. With additional retail locations in New York City, San Francisco, and Aspen, AETHER continues to redefine the intersection of style and functionality.

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