85. Clothing for the Cosmopolitan Outdoorsy Type: Expressing the Importance of Form and Function for a Brand in Print
When you're hiking in the wilderness, you need clothing that protects you and keeps up with the latest high-action, fast-paced lifestyle of today's outdoor sportsmen and sportswomen. But there's no reason your clothing has to look frowsy. Aether Apparel provides urban-style fashion for outdoor enthusiasts.
Why It Works
The brand's sleek black and white logo design evokes “the heavens” with circles surrounding the “A” like clouds around a mountain peak. Aether, rooted in Greek mythology, means “upper air.” The brand targets 30- to 40-year-olds rather than the snowboarding college students. The design by Carbone Smolan Agency is sophisticated with an aura of exclusivity. The design supports Aether sportswear for the outdoor enthusiast who wants function like PrimaLoft insulation and wind- and water-resistant materials without sacrificing modern design and aesthetics. Palmer West and Jonah Smith, founders of Aether Apparel, say that the design and function of their clothing should be equal. Lifestyle and environmental landscape photography was selected to support the brand's mission.
Success Metrics
- Aether's initial spike in growth continues to expand 20 to 25 percent ...
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