Opinion BY Armin

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 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.

DATE: Jul.20.2009CATEGORY: Consumer products 6 COMMENTS

Tim’s comment is:

No comments?? Strange. I like this Identity a lot, well done.

On Jul.27.2009 at 03:50 PM

Armin’s comment is:

Tim, we went through some commenting system changes, and a bunch of the comments from this thread got lost in the, well, online aether.

On Jul.27.2009 at 03:53 PM

Andrew Sabatier’s comment is:

There is nothing to fault other than faultlessness.

Design and branding have never met so elegantly in an outdoor sportswear brand. This is the best of the best, ultra premium and downright outstanding.

Everything about this brand smacks of the highest quality, literally and metaphorically. This identity promises the highest specifications available. The name and symbol are evocative and superbly presented. However, there appears to be no room for error and this may be the brand's everlasting strength or its key weakness. Just one crack and the perfect crystal might shatter.

Aether has a good chance of succeeding independently of the founding members who may be keeping a tight ship and micro-managing every aspect of the brand experience. Attention to detail is clearly a key value and the identity appears born of insights not generally available. Not just of what is required to produce the highest quality outdoor sportswear but out of extraordinary life experiences.

This brand looks genuinely inspired to me. The name and symbol are unexpected and fresh, with plenty of conceptual depth to encourage me to return and ponder the source of the inspiration.

This brand may indeed become a pinnacle of global outdoor sportswear success seized from the heavens.

A.

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On Jul.28.2009 at 04:48 AM

Kate’s comment is:

I love the overall idea. When I first looked at just the logo, the A in the mark in combination with the black reminded me of a pentagram. Kind of macabre.

But, I quickly changed my feeling once I saw the photos of the branding and marketing pieces. I especially like the way it looks as an embroidered element on the clothing.

I love the overall execution of the brand and I think that it works well when used on the various products. I do think the black is simple and elegant, and makes me want to check out this brand's product line.

On Jul.30.2009 at 11:57 AM

JoshuaNTaylor’s comment is:

I really like the overall feel and I would LOVE to have more companies make outdoor clothing that doesn't make you look like hell.
I am not a fan of the A with the "circling clouds". Seems a little too much like the old California Angels (baseball) logo.
Beside that though, I definitely like what they are doing here.

On Aug.19.2009 at 05:45 PM

Burton Haynes’s comment is:

Hi, I have come to this site many times. Only this time I think I would write on your comment :-) I get many great

On Jan.30.2010 at 10:24 AM