I had the pleasure of sitting down and talking with two great guys the other day. These great guys just happen to run AETHER, a clothing line out of Los Angeles offering “sportswear for the outdoor enthusiast who wants the function of outdoor garments without sacrificing modern design and aesthetics.” And that is, indeed, what the final line of their upcoming Fall collection looks like.
It seems there has always been a void in the market for “grown up” looking active wear. Sure, there are brands trying it out, but when it comes to gear that can withstand the elements and the abuse of an active sport and still be desirable for the everyday, there just wasn’t much there. That is the exact reason, friends, Jonah Smith and Palmer West joined forces, rolled up their sleeves and did the damn thing themselves.
The two have been business partners for nearly 10 years, not making their mark in fashion, but as successful film producers. Their lifestyle of in-the-office-every-day-of-the-week only drove them to go that much bigger and harder on the weekends. Often running out of the conference room straight to the mountain, the pair was inevitably forced to compromise their style to some capacity. They couldn’t wear a “shiny” technical jacket to a meeting, and they didn’t want to bring a good looking, stylish (but not functional) jacket to the mountain. The answer for them was simple: make outerwear that makes sense for both the “boardroom” and the slopes. Jackets that won’t leave you feeling like a 16-year-old X-gamer in a room full of suits, and pieces that will keep you warm, dry, comfortable, and looking damn good while doing the outdoor activities you love.
A slight move-on from Spring, the Fall ’09 collection is sophisticated, well-designed, concise and to the point. You won’t find any stitching for show, no pockets for pockets’ sake, and certainly no loud plaids or polka dots to match your board. Throw form follows function out the window, as Aether sticks to a design ethos of form and function married as one. A sacrifice doesn’t always have to be made between the two, and the line proves that with this collection.
It was easy to talk with Jonah and Palmer about their line, the movies they’ve made and their passion for both. At first I found it odd that film producers were designing a line of outerwear, even young active ones such as themselves. But after only a few minutes of conversation, the parallels between the two worlds were undeniable. The two have, in fact, been designing since they teamed up and put on their producing hats. Instead of the final product being something you could throw over a sweater, theirs was something to watch on a screen. The journey of taking bits here and pieces there, and combining them in a perfect, successful end product is the same no matter what that final product may be.
Although they admit to having to take real life crash courses in the apparel business, they teamed up with talent to match their passions, and it shows in the Aether line. The two understand the importance of creative control, but also know when to step aside and let others take the reigns, a virtue in the world of producing films as well.
Whether it be a slim-cut, lightweight wind breaker, or a jacket built for rigorous outdoor sports, all Aether products are made here in North America. Palmer and Jonah looked high, low, near, and yes, even far for the best quality materials and the highest level of craftsmanship needed to execute their vision. Comforting and inspiring to know they found everything they needed right here at home. You can’t help but feel like going and doing something great when you look at their line and beautifully shot look books. It reflects that good ol’ American lifestyle of going out, exploring, pushing the limits or both yourself and nature, and most importantly, having fun.
After running through the line with them, the idea that this was “active sportswear” was out the window for me. I had forgotten all they had told me about how this stands up to whatever-below-freezing temperature and why that stitch taping is waterproof. I didn’t see a collection made for snowboarding, skiing, hiking or sailing. All I saw was outerwear I wanted to wear driving, walking, meeting, working and any other day-to-day activity where I just wanted to look good and stay warm and dry doing it.
I left Aether with a newfound sense of inspiration and drive. It was hard not to, after speaking with the them. These guys got into filmmaking because more of the movies they wanted to see didn’t exist. So they made them. And they started making apparel because they knew what they wanted and it wasn’t there. So they did it themselves, plain and simple. It takes a certain type of person to do something, instead of sitting idly by and waiting for something to come along and fill a void. And we’re all lucky Jonah and Palmer are just those types. Because of them, we now have better films to watch and when the elements demand it, or when they don’t, better clothes to wear.
June 5, 2009
AETHER: Fall '09
June 4, 2009
AMERICAN ICON: Whizzer Motorbike
Started in 1939 out of Los Angeles, Whizzer made engines that could be mounted to bicycles, and was the answer to an age old question, "how do I ride a bike without peddling?" Well, I'm sure some asked that. In 1946 Southern California production was moved to Pontiac, Michigan, and in 1948 the first "only complete motorbike", was released to the public. Finally selling the engine with a frame and ready to run, "The Pacemaker" sold for $199.50. The last great innovation came in '49 when they made, "The Sportsman", which abandoned pedals all together, thus making it a motorcycle... the beginning of the end. By 1955, sales were down, and along with bikes, engines, toys, and wagons, the company tried to stay afloat by also manufacturing sliding doors. Doors closed.
Having a small resurrection in '98, WHIZZER still tries to make a product that will "catch on" like its predecessors, but with no such luck yet.
On a side but related note... There is a "high end" car showroom on Robertson down by my house. I walk by every now and then just to take a look at what rides they're slangin'. Aston Martin's, Porsche race cars... the likes. Couple days ago, I decided to pop in, have a look around. After drooling on a red '63 356 for a good five minutes, I noticed a small bike in the corner. A rusted broken down bicycle looking more like a swapmeet find than a supercar showroom's jewlery. The rusted hunk of junk was a '52 Whizzer. A specimen that had never been restored, a survivor. A piece in the extensive collection, that at that moment, out-shined the twin '09 Ferraris.
I asked the man, the owner of the showroom, about it, he responded ever so politely while looking me up and down, "not for sale". Right. I then asked about the price of the red 356, you know, show off my little knowledge of 356s, to which he responded, "expensive". Seriously? I felt like Julia Roberts shopping Rodeo in Pretty Woman. The nerve! So, what do I do? I tell him he doesn't know who he's talking to (but I'm pretty sure he thinks he does), tell him where he can shove his Whizzer (not specifically, but I think he got it) tell him I have enough money to buy three of them, one to drive dangerously fast down Mulholland, the other two to have a demo derby with (untrue but a lesson had to be taught) and put the icing on the cake by doing a Dukes Of Hazzard slide across the hood of a McLaren on the way out as I shouted promises of arson over my cold shoulder. I taught him a lesson he'd never forget. That Whizzer was nice though.
The new whips from Whizzer...
LA: Steven Alan Sample Sale
I hit the Steven Alan "sample" sale yesterday and did some damage. If you're in LA, check it out. Opens at 8:30am today. Good people, good clothes, better prices.
Los Feliz- Steven Alan Outpost
1937 1/2 Hillhurst Avenue
Los Angeles, CA, 90027
Phone:323-667-9500
June 3, 2009
Summertime... And The Sleevin's Easy
In LA, it's warm during the day and cool at night. So, what can you do? Buy some cargo pants that unzip into shorts. Well, yes, I guess you could, or you could break out the old faithful short sleeve fleece. Growing up, my dad always wore one of these with Levis and a pair of well-worn Sperrys while working in the yard. I remember being embarrassed when his yard-work attire would carry over into running errands. Look who's laughing now. Yes, when it's too warm to be cold and too cool to be hot, the s/s fleece is like a dip in a lukewarm country pond on a summer afternoon.
I'm sure there are a couple people out there making new takes on this little stylish icon, but rest assured none of them do it better than they used to be done. There are some pieces that just can't be replicated. Hemmed, banded or cut-off, these guys deliver all day. Go wrong with a vintage short sleeved fleece? I think not. Add it to your summer stylings and wear it with pride.
All the greats donned the s/s fleece both on and off the camera. I could throw a few photos in this post of Paul Newman or even Mr. Steve McQueen, but I know you've seen them all before.
And Frank "working in the yard"... circa '86.
June 2, 2009
Childhood In Color
It's hard to see 80's colorways on modern day products and not think it looks contrived. The whole 80's revival thing has been off and on for a while now, but these images bring us back to where it all came from. A lot of the colors so closely intertwined with memories of the 80's, were directly inspired by the surf, skate and BMX cultures of the day. It's always fun to take a look at where trends came from, to see what it looked like before it was forced into a mold, watered down and sprayed on the consumer population.
Thanks to this Flickr set from a recent BMX show, we are able to get up close and be taken back to a time when looking at a hot-pink bike wouldn't conjure questions such as, "why did you paint it that color", but rather the more likely, "well, why wouldn't it be painted this color?"
COLOR BMX FLICKR SET
June 1, 2009
EBAY FOUND: Youth Of Today Shirt
Vintage military gets a lot of love with the ATG eBay finds, but I had to pay respect to another favorite search, "vintage hardcore". Every once in a while a nice little piece comes up for grabs. I have a huge box with all my old band shirts from "back in the day", but none in it as good as this. I was too young for YOT the first time around, so I need to live through eBay to show my love.
"If the world was flat I'd grind the edge, to the positive youth my heart I pledge"
YOUTH OF TODAY: 1988
HIT LIST: J Press Watch Bands
ON SALE! Gotta love it. Drop in and get yourself one, or five. Cheap and classy, the way watch bands should be? I'm not about to color coordinate watch bands to shirts by any means, but a little stripe on the wrist never hurt anyone.
J PRESS WATCH BANDS
