In 2009, two intrepid entrepreneurs founded AETHER Apparel to serve a gap in the performance apparel market. They wanted the finest in outdoor gear for their many adventures. But they also wanted style worthy of aprés ski. Big logos and typical luxury tactics didn’t fit their aesthetic.
Criterion Global was tasked with launching a beloved brand without hackneyed luxury tactics. Or the pushiness common (and arguably necessary) for ecommerce in a world controlled by Amazon, Google and Meta.
Aether sought to tell a story of unsparing commitment to quality, in an insider’s language of quiet brand signals. The brand has grown a devoted cult following on par with the best quiet luxury brands. As the NYTimes  said of its designs:
…[C]ompletely elegant, and completely anonymous, and completely irresistible.”