Aether Apparel has set up shop in NYC for the next six weeks, bringing with it a sophisticated, urban aesthetic for snow and outdoor enthusiasts. The owners brought in Paris-based designer Thierry Gaugain (a Philippe Starck alum) to help customize the Airstream PanAmerica and give it a certain Je ne sais quoi. In addition to the full line of men’s and (growing) women’s apparel, the shop is decked out with framed pictures of winter landscapes, a leather sofa bed, an IBM Selectric II typewriter, a bottle of Macallan’s and other ephemera to set the tone of a weekend hideaway.
Launched in 2009 by former film producers, Palmer West and Jonah Smith, the collection fills a huge gap in the market – balancing performance with a refined style – a quality rarely found in sports / lifestyle brands. The thirty-something owners clearly appreciate that some of us don’t want to look like teenagers on- or off-piste. But don’t take my word for it; get yourself to the AETHERstream before it decamps on December 31st.
Location: 47 Prince Street (at Mulberry), New York, NY 10012
Hours: Seven Days a Week 11AM to 7PM.