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 the intended audience. The icon is meant to evoke “infinity and clouds circling a mountain peak” and supports the lofty name of Aether, which can poetically mean “the heavens” or at the very least, the air and space above and beyond the clouds. The icon is simple and sophisticated and the way it impossibly loops and connects is very pleasing; it also almost looks like a cult logo, something obscure that only a few can attain — and with those prices, it sure strives for that. The typography conveys a very upscale feel as well and is perfectly letterspaced; if I had one objection it would be that the weight of the type is almost like the weight of the icon, just slightly bolder, so my inclination would have been to make them exactly the same. The all-black applications are a welcome change from all the bubbly and friendly colors we’ve been seeing in branding lately, so it’s nice to see a company go for it. Aether Apparel may not be for everyone and the identity helps establish that distancing from the conventional.