Aether Apparel, the upscale outerwear brand founded by former movie producers, has launched into eyewear for the first time, with a premium sunglasses collection.
The Los Angeles company’s offering totals four unisex styles, each coming in four colorways. The pieces retail for $425 and $465 and are made in Japan.
“This launch marks an exciting new chapter for Aether,” co-founder Jonah Smith said of the category expansion in a statement. “Since 2009, we’ve been protecting your body from the elements, and now we are extending that protection to your eyes. We are proud to step into the eyewear space with the same obsession over quality and detail that is at the foundation of everything we do.”
The company had been developing the new collection for over two years.
While the pieces represent its first premium sunglass offering, it’s not the first time its tried its hand at eyewear. In 2016 Aether collaborated with Salt Optics on a pair of sunglasses aimed at the motorcycle market.
The company teamed with Salt co-founder and designer David Rose on its latest collection.
“Every piece of our technical apparel, from our motorcycle jackets to big mountain gear is designed with safety front of mind,” Aether co-founder Palmer West said. “We’re based in Southern California, so our team actually wears sunglasses more than jackets. When you consider how essential sight is for staying safe in potentially dangerous situations, we felt compelled to bring this ethos to eyewear.”
West and Smith started Aether in 2009. Burned out by the movie business, they decided to try their hand in the garment industry. Their focus was on what they’ve described as “adventure” apparel. The result has been an offering of upscale pieces that are less camping and wilderness and more fashion-forward athleisure, made with careful consideration of their uses and in what environment—think pointelle knit sweaters with breathability for warmer temperatures, water- and wind-resistant jackets and garment-dyed French Terry joggers.
The business has also expanded into brick-and-mortar retail over the years. It has a flagship store on La Brea Avenue, in addition to locations in San Francisco, Aspen, Denver and Jackson Hole.
The brand has also built a following with its annual rallies that include group drives and motorcycle rides, brand activations, accommodations, barbeque and more. This year’s event is scheduled for May 5-7 in Joshua Tree.
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