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Aether Apparel

by Doug Black in Style on 02 February 2009

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Outdoorsmen sick of bulky, unsightly activewear are in luck. Aether, the new men's technical clothing manufacturer, serves the virtually-untapped market of outdoor enthusiasts who want apparel with a modern, sophisticated style. Set to launch the first of February, the line is co-founded by Hollywood producers Jonah Smith and Palmer West (whose credits include "Waking Life" and "Requiem for a Dream"). They started Aether to fill the void they saw in the worlds of snowboarding, skiing, surfing, running and mountain biking.

"As a couple of guys in our mid-thirties, we were no longer comfortable in the brands that made us look like teenagers on the ski slopes," said Smith. "Our options were to go with the obvious performance-driven clothing lines and sacrifice design and style, or to shop at the more aesthetically pleasing lines and sacrifice performance."

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The debut collection offers an assortment of understated jackets made of nylon, waxed cotton and a type of wool made to be both water and wind-resistant. T-shirts, polos, button downs and hoodies rely on heavy Supima cotton. Throughout the line, they opted for a subtle color palette and avoided excessive branding, with few pieces displaying any graphics.

Prices for outwear will average about $450, with tops at $95 and pants for $175. The collection is available online as of yesterday. Check out their website for more.

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