Upscale outdoors brand Aether opens its first New York store today in SoHo. The elegant and expansive 2,000-square-foot space, located at 13 Crosby Street, is the company’s first flagship, following a small conceptual shop constructed from three stacked shipping containers that opened in San Francisco in January.
“We’ve been looking for a location in New York for 18 months. This is our number-one market on our e-commerce site,” said Jonah Smith, who cofounded Aether in 2009 with partner Palmer West. The Los Angeles-based brand is known for its technically advanced performance outerwear and sportswear, designed with clean, modern lines and minimal decorative distractions.
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