Aether Apparel


Outdoorsmen sick of bulky, unsightly activewear are in luck. Aether, the new men's technical clothing manufacturer, serves the virtually-untapped market of outdoor enthusiasts who want apparel with a modern, sophisticated style. Set to launch the first of February, the line is co-founded by Hollywood producers Jonah Smith and Palmer West (whose credits include "Waking Life" and "Requiem for a Dream"). They started Aether to fill the void they saw in the worlds of snowboarding, skiing, surfing, running and mountain biking.

"As a couple of guys in our mid-thirties, we were no longer comfortable in the brands that made us look like teenagers on the ski slopes,” said Smith. “Our options were to go with the obvious performance-driven clothing lines and sacrifice design and style, or to shop at the more aesthetically pleasing lines and sacrifice performance.”


The debut collection offers an assortment of understated jackets made of nylon, waxed cotton and a type of wool made to be both water and wind-resistant. T-shirts, polos, button downs and hoodies rely on heavy Supima cotton. Throughout the line, they opted for a subtle color palette and avoided excessive branding, with few pieces displaying any graphics.

Prices for outwear will average about $450, with tops at $95 and pants for $175. The collection is available online as of yesterday. Check out their website for more.