Technical outerwear brand AETHER opens on Main Street

Photo: Aether Apparel

PARK CITY, Utah — A historic Main Street building that once housed the Oak Saloon has welcomed technical outerwear brand AETHER, marking the culmination of a four-year search for the perfect Park City location. The space at 419 Main Street, most recently home to Crosby Collection jewelry store, will become the latest chapter in the building’s storied history.

For AETHER’s founders, former Hollywood film producer Palmer West and musician Jonah Smith, the choice of Park City extends beyond simple retail expansion. The brand, born from their unexpected pivot from entertainment to technical apparel in 2009, seeks locations that embody the intersection of urban sophistication and mountain adventure.

“When looking for mountain communities to share AETHER, it’s extremely important that we find mountain culture that is year-round,” said Liza Rosen, spokesperson for the brand. “We see the Rockies as our playground in all seasons, be it backcountry skiing and riding in the winter, or off-road motorcycle touring, hiking, camping, and exploring in the spring, summer, and fall.”

The 1922 building’s history as the Oak Saloon particularly resonated with the company’s ethos. “If you feel at home in any of our locations, then you are probably going to like what we do,” Rosen said. “Our customers demand more than four walls and some hangers. The story of the Oak Saloon is incredible. We want to celebrate the soul of such a gem in the heart of Main Street.”

The company’s renovation approach reflects this reverence for history. Rather than a complete overhaul, AETHER opted for subtle updates that honor the building’s heritage. “Nothing but respect as we aim to breathe new life into a building that has seen Park City change from a vibrant mining base, to a sleepy mountain town, to a world-class adventure destination,” said Rosen.

 

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The Park City location joins AETHER’s existing stores in Los Angeles, where the company is headquartered, along with San Francisco, New York City, and Aspen. However, expansion for the brand isn’t about hitting specific numbers. “Our retail growth is about finding the right next home, not focused on a certain volume of stores,” Rosen said. “As a small company, we endeavor to build roots in our new communities before we look for the next great place to share AETHER.”

This community-focused approach aligns with their target customer: urban dwellers who frequently escape to the mountains. “Our customers tend to live in urban environments but travel frequently to the mountains to play and seek adventures year-round,” said Rosen. “We are thrilled to become not only a neighbor, but a staple of the restless community that calls Park City their home, as well as those who visit this playground on a regular basis.”

The store, which opened its doors on Dec. 20, will operate Tuesday through Sunday from 11 a.m. to 6 p.m.