Stylish outdoor performance label Aether opened a flagship in Los Angeles this past Saturday, and it has a very cool feature—a walk-in freezer for ski jacket testing.
“Aether Los Angeles is our first flagship store and is more of a lifestyle destination,” explains Aether co-founder Palmer West, a former independent filmmaker, whose websites and stores tell a story of travel and adventure. While it’s the brand’s third location, after New York City and San Francisco, the new 4,000-sq-ft store near Hancock Park is a special one for brand, since it’s just a few blocks from the company’s headquarters.
Inside, there are restrained and structured pieces made for your snowy trip to Squaw Valley or Aspen, men’s and women’s activewear—and motorcycles, which double as art and inspiration. You can complete the escape-the-rat-race fantasy with adventure items like custom-designed motorcycle helmets, and cool camping gear. The combination creates an aesthetic that’s Outside Magazine meets Wallpaper.
The out-of-the-box concept is meant to “allows customers to better understand the activities and hobbies that keep us busy and directly lead to the development of our gear,” says West.
Hence the freezer, which architect Thierry Gaugain included in the design to make up for the fact that it’s a little tricky to gauge the warmth of a jacket made for the slopes in LA’s perennial sunny weather.
Of course, while you may be cooling down in-store, Aether’s opening is yet another example of how quickly Southern California’s fitness fashion scene is heating up.
In the past month, Lululemon debuted its first US flagship store in Santa Monica, Nike opened its first women’s-only store in Newport Beach, Vie Active launched a pop-up store in Venice, and Yogasmoga opened the doors to its first West Coast store in Brentwood. Active Angelenos will soon have a spot to grab an outfit for every pursuit—from spin to ski. —Jamie McKillop
Aether, 161 S. La Brea Ave., Hancock Park, 90036, www.aetherapparel.com
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