Aether opens new store in SoHo, NYC
Clothing brand Aether has made a return to New York City, setting up shop at 81 Grand Street, in the heart of SoHo.
Spanning 1,800 square feet, the NYC space blends Aether’s signature visual aesthetic with a nod to the city. Paris-based Thierry Gaugain’s original interior concept takes center stage, featuring wooden and LED-lit crates, with the brand’s classic white and gray color palette.
Known to display large “props” in-store, Aether has introduced ‘Snoley’, a 1973 Harley Davidson Aermacchi custom snow bike crafted by award-winning conceptual designer J.Ruiter. Additional touches by Los Angeles-based designer Sean Daly, including custom aluminum cladding and a nod to the iconic Aatherstream store on wheels, complete the store’s ambiance.
In store, shoppers will find the brand’s latest collections of performance-driven outerwear and premium outdoor essentials for men and women. They can also shop remaining stock from recent collaborations with brands like Bamford London and Mackintosh.
“Our customers are true explorers of life—unapologetic and fearless— and we look forward to helping them prepare for their next journey at our beautiful new space downtown,” said founder Jonah Smith.
“The energy and pulse of New York is something that cannot be found anywhere else, and we are proud to be a part of creating a life well-lived for our customers in the city.”
Smith founded Aether with Palmer West, a fellow NYC-based movie producer, who both sought to create clothing that seamlessly blended with their urban professional lives while offering protection from the outdoors.
The brand initially set foot in the city in 2013 on Crosby Street, where it remained until the onset of the pandemic. The brand also has stores in Los Angeles, San Francisco, Denver, Aspen, and Jackson Hole.
“It is amazing to return to SoHo after a long two-year hiatus,” added West. “We have been supporting our East Coast customers from afar, and we are happy to be back in our old neighborhood. It’s the exciting first step in a larger expansion plan for Aather.”
