Aether's Palmer West: 'The wholesale business is not great for a brand'

When Palmer West first became a father, he wasn't quite ready to give up his love for motorcycling. But when he went looking for the proper protective gear, he was greeted by an entire market of products that weren't necessarily suited for a metropolitan lifestyle like his. It was from this 'aesthetic void' that Aether was born. West felt like consumers shouldn't have to choose between fashion and functionality, so he and his business partner Jonah Smith, set out to find middle ground. On this week's episode of The Glossy Podcast, Hilary Milnes sits down with West, Aether co-founder, to discuss the need for fashionable technical wear, how wholesale failed them and why they're considering going back.