How do you shop for a winter jacket when it?s 80 degrees in L.A.? At the new AETHERla store on Melrose, customers can take their skiwear for an ice run inside a ten-foot-by-ten-foot walk-in freezer.
We tried out the brand?s first women?s ski line. Company co-owner Palmer West?s design goals are to defy the skiwear industry?s ?shrink it and pink it? reworking of men?s styles. We were pleasantly surprised to see that the quilted Alta jacket ($395) comes in rich black, blue and army green colors, with no obnoxious logos. It?s cut narrow in the body--so it doesn?t make us look chunky--yet still enables lots of arm mobility.
We also grooved on the Vega Vest ($285), which is both thinner and warmer than our old puffer vest. Like the jacket and lots of Aether separates, the vest begs to be thrown on post-yoga, pre-farmers? market or farther afield. Wearing cozy and cute Aether, we?re as ready for a cappuccino in Gstaad as we are for Colorado backcountry bowl shredding.
Aetherla, 6100 Melrose Ave. (Entrance on Seward Ave); 323-785-0701 or aetherapparel.com