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.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)