- Brand Naming
Background & Challenge:
In 2009, founders Palmer West and Jonah Smith were inspired to create something they couldn’t find. Sick of ski wear that screamed logos and neon hues, the two former filmmakers set out to make apparel that could be sophisticated enough to wear in the city as well as in a lift line.
Working alongside graphic design agency Carbone Smolan we helped create name ideas for this bold new clothing line. The selected name ‘Aether’, meaning “rare air of the gods,” connects the earth to the heavens. Delivering on their name, Aether’s brand connects the founders’ inspiration with the brand expression. The elemental, black and white palette conveys high-fashion masculinity, while the iconic mark celebrates the founders’ ambition to achieve great results.
AETHER was born out of the desire for a men’s collection that looked at home in the city but was built to withstand the outdoors. Today, AETHER is a complete lifestyle collection for urban-dwelling, design-focused, well-traveled men and women. The company is headquartered on Melrose Avenue in Los Angeles. Innovation and bold retail design and thinking underscore everything the brand does. In the L.A. flagship store on La Brea Avenue, there’s a walk-in freezer, chilled to 9 degrees for coat testing. Other retail locations include New York City, San Francisco, and Aspen.