Just as workwear has been redefined and tailored for the contemporary urban man, so to has performance outerwear. Among those that do it, and do it well, are the amiable pair of Palmer West and Jonah Smith. They are founders of Aether, a brand that specifically addresses the needs of a consumer who desires high performance outwear without sacrifice to elegance and sophistication. They also happen to be film producers with credits including “Requiem for a Dream,” “The Clearing,” and “Religious”. Though not cut from the typical cloth of many outwear brands, the outsider perspective (as it were) lends itself to a new take on outdoors gear. Some years spent in Manhattan revealed a consumer niche whenever the Winter reared its head, and provided a firm launching pad for a new venture.

“Everyone kind of looked as if they were in a lift line.”

West and Smith started Aether in response to this vision of snowy New York. Being in their 30s, they felt the majority of outdoor brands were geared more towards the 18-year old than “someone who’s comfortable being an adult.” Additionally, the few fashion brands entering the sector were leaving out the technical features the duo desired in outwear. Born from these observations, Aether produces pieces built “for use in the city atmosphere, more for the weekend warrior than the guy that lives at the foot of the mountain.”

The products give all the security of the ski coat, without inducing a technicolor dream.