Aether Apparel: Prada meets Patagonia

Jonah Smith and Palmer West, two successful film producers in their 30’s, weren’t finding outerwear options that met their needs: gear that was stylish enough for the city streets while functional enough for the ski slopes. Cosmopolitan, hip, adventurous, selective, outdoorsy—they created Aether Apparel to fill the void.

“Aether” means “upper air” or “the heavens”. We sought to live up to this godly name with the company’s logo, a mark that can alternately be seen as a mountain surrounded by clouds, an infinity symbol, or the letter “A”.  It’s a sleek, understated yet powerful identity that leaves open the possibility of expanding into new markets, which Aether has done in spades. The juxtaposition of dramatic outdoor photography and gritty city streets completes the story in lookbooks, on the website, and in their traveling showroom, the Aetherstream—and the quality of the clothes speaks for itself.


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Carbone Smolan Agency combines content, technology, and art to create brand strategy and design systems for the physical and digital worlds

© 2014 Carbone Smolan Agency