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Aether's Airstream pops up on 3rd Street -- through Nov. 1 [Updated]

October 11, 2011 | 11:03 am

Aetherstream popup shop
The lineup of fashion-focused retailers on Los Angeles' West Third Street temporarily welcomed a new member on Friday when Aether opened a pop-up shop on West 3rd Street.

Aether's concept shop on wheels -- dubbed the "Aetherstream" -- is housed in a 34-foot-long PanAmerica Airstream trailer that's been refurbished with reclaimed oak flooring, filled with custom-made furniture, decorated with Parisian flea-market finds and stocked with key pieces from the brand's fall 2011* collection.

Since the Airstream is set up in a parking lot at the northwest corner of West 3rd and La Jolla, customers can pull right into the lot -- a bonus given the scarcity of parking in that part of the city.

The L.A.-based Aether label was launched for spring 2009 by film producers and outdoor sports enthusiasts Palmer West and Jonah Smith, who felt there was a gap in the market for stylish but functional outerwear for men, and has since expanded into women's wear and added several categories including swim, knits, T-shirts, shorts, accessories and gear.

After it closes its doors Nov. 1, the retail-retrofitted Airstream heads east and is expected to park in Manhattan for November and December.

To which we have to say, good luck on finding a parking spot.

Aetherstream pop-up shop, 8207 W. 3rd St., Los Angeles, 11 a.m. to 7 p.m. daily through Nov.1.


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Dana Davis' pop-up shop attracts major foot raffic

-- Adam Tschorn

Photo: The exterior, left, and interior, right, of Aether's Airstream pop-up shop at the corner of West 3rd Street and La Jolla in Los Angeles. Credit: Aether

[*updated 10/11/11 12:37 p.m.: An earlier draft of this post described the season being sold at the pop-up store incorrectly. The pieces are from Aether's fall 2011 collection not the fall 2012 collection.]