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The Making of AETHERmtn

The Making of AETHERmtn

After opening three stores in major cities—San Francisco, New York City, and LA—we have expanded our presence into one of the country’s most well-known mountain towns, Aspen, Colorado. A year-round outdoor playground with world-class skiing on four mountains (Aspen Mountain, Aspen Highlands, Snowmass, and Buttermilk), biking, hiking, and endless options for motorcycle rides, Aspen seemed like the ideal location to open AETHERmtn.

The store occupies a 2,400 square-foot space on the Cooper Avenue walking mall in the center of downtown Aspen, just steps from Aspen Mountain. Once again, French architect Thierry Gaugain’s vision came to life via custom-made LED-lit oak crates in which the clothes are displayed. Running down the center of the space is a 10ft. steel table, which holds an array of clothes, accessories, and third-party products—from coffee-table books and Kletterwerks backpacks to James pocket knives and Gransfors Bruk axes. There is also a couch and a set of chairs for customers to sit down and relax while enjoying drinking fine scotch and locally made whiskey from the in-store bar. A TV displays a rotating selection of images from our most recent photo shoot in Norway.

AETHERmtn has a curated selection of our men’s and women’s outerwear, mountain gear, sweaters, knits, and accessories, as well as the classic city pieces we are known for. Adding to the overall shopping experience are a variety of items that encapsulate the AETHER lifestyle, including an Icon electric bicycle, a two-wheel drive Ural motorcycle with a sidecar, Boosted Boards, and Ruby motorcycle helmets.

AETHERmtn is located at 414 E. Cooper Ave. in Aspen, CO. Below, a look at how our latest AETHER store came to be.

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