Aether, the outdoors-inspired outerwear brand, will open a 4,000-square-foot flagship at 161 S. La Brea Ave. in Los Angeles on Saturday.
Called Aetherla, the store will carry the brand’s full collection of men’s and women’s outerwear, snow and moto gear, knitwear, accessories and a changing selection of custom motorcycles. Aether founders Jonah Smith and Palmer West have also curated over 100 different products for the store including custom-designed Ruby motorcycle helmets, POC snow & bicycle helmets, Black Diamond ski gloves, Snow Peak camping gear, Leyzne bicycle tools, Kletterwerks bags, Mountain Approach backcountry ski gear, Salt Sunglasses, Sahn bicycle helmets, Gransfors Bruks axes, Capsule leather goods, Scout Seattle knives, Joey Roth speakers, Vanmoof bicycles, Boosted Boards electric skateboards, Keff headphones, Oru kayaks, Loyal Dean wood skateboards, James pocket knives and 25 different book titles to create what the company is calling a “go-to place for ‘man gifts’ — clothes, gadgets and books.”
The store was designed by Paris-based Thierry Gaugain who worked with the brand on its other stores in New York and San Francisco. The industrial design features a wood cabana that holds a walk-in freezer for gear testing; wood crates with white laminate interior and LED lights to display product; a custom-made metal riveted table, and two sofas.
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The store is located in the La Brea design district and plans call for the location hosting various events throughout the year including adventure rides, movie screenings and book launches.