Aether, a men’s and women’s luxury performance apparel brand and retailer, has partnered with premium eyewear label Salt on a limited-edition line of sunglasses.
This is the first time the California-based label has ventured into sunglasses.
“We were fans of Salt’s product and we sold it a year or so prior in our stores. It came together naturally,” said Aether cofounder Palmer West, who founded the line with Jonah Smith in 2009.
The collection will include two unisex styles, Scout and Explorer. Both styles riff on the classic aviator and target the motorcycle rider. The sunglasses are made from beta-titanium frames, which make them lightweight, and feature flexible temples that are ideal for wearing with a helmet. The styles are available in four colorways: black tortoise, brown tortoise, white and black.
The collection retails for $600 and will be available at Aether stores and its e-commerce site, along with Salt’s site and its wholesale partners.
Aether, which is pronounced ether, operates three stores in New York City, San Francisco and Los Angeles, which opened late last year. The brand plans on opening two stores over the next two years in the U.S. Aether is not currently being sold at wholesale.
“We enjoy the interface of the customers directly and the brand lives between two categories. Our customers understand it more than buyers did. We don’t have a lot of similar brands that they can put us next to,” said Smith, who added that Aether gets most of its sales from its e-commerce site.
While Smith said men’s outperforms women’s, within the last 18 months, Aether has focused more on the women’s market.
“We are expanding the women’s category for fall and focusing on everyday outerwear for the city,” said Smith.