Cool Hunting Videos Presents: Aether SF

A behind-the-scenes look at San Francisco's newest and most unique retail space

As longtime fans of Aether‘s sophisticated line of outerwear, we jumped at the chance to visit their first brick and mortar retail location. The recently opened San Francisco shop is uniquely constructed from three shipping containers, and is now home to an even more intriguing inventory system. To maximize space, the Aether team incorporated a custom-built rotating rack that spans all three floors. We sat down with Aether co-founders Palmer West and Jonah Smith to discuss the impetus behind the store and how they are translating a primarily online business into the real world.