Aether Apparel

High-fashion meets high adventure

Aether Apparel founders Jonah Smith and Palmer West sought to create a clothing line that is both fashionable and high performance, a style that easily transitions from power lunch to the mountain peak. With a vision but no products, they turned to CSA to shape an attitude for the brand that resonates with the target Type-A clientele.

  • Brand Identity
  • Advertising & Media
  • Naming & Nomenclature
  • Branded Communications
  • Brand Campaigns
  • Visual Toolkit
  • Web & Mobile Design

Visualizing the essence of adventure

Aether, meaning “rare air of the gods,” connects the earth to the heavens. Delivering on their name, Aether’s new identity 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 conquer.

A new brand with an enduring feel

Through a full suite of communications, we ensured that when Aether hit the market, they had the look of a long-standing legacy brand. From the hangtag to lookbook to Facebook, each touchpoint was classic and consistent, enabling Aether to share their story in tangible, memorable ways right from day one.

Putting it all out there

Inspired by a high-fashion, high-performance duality, we developed marketing materials that leverage this unique and powerful pairing. The campaigns use stunning photography from the great outdoors, embracing the far and away places the Aether client longs to conquer. The ads have been featured in GQ, GOOD, Men’s Journal, Monocle, The New York Times, and Snow.

Punctuating the retail experience

Informed by the inspirational brand foundation, Aether’s retail environments immerse shoppers in adventure and technology. The same principles that guide the brand story come to life throughout the store, emblazoned on signature products and premium merchandise.