Aether is the New Black

Established by two Los Angeles based film producers in their mid-thirties, Aether Apparel is a new line of sportswear specifically made for the “outdoor enthusiast who wants the function of outdoor garments without sacrificing modern design aesthetics.” This roughly translates into polo shirts just under $100, hoodies that cost more than $100, and jackets that will leave you dry of $600 and change. The described intended audience is a “25 – 50-year-old outdoor enthusiast who is cosmopolitan, physically active and aesthetically driven.” And is rich, or has a subscription to Monocle.Recession-induced sarcasm aside, this is a very appropriate and nicely executed identity, designed by New York based Carbone Smolan, that fits perfectly with the clothing design and