Aether Apparel is one of my favorite brands and they make great outerwear and other garments such as t-shirts and ski jackets. I have two of their jackets – one for San Francisco winter, which is Fall in most places and a heavy one filled with Pimaloft. I am wearing it right now in Germany. I know San Francisco loves Patagonia. This is more stylish stuff. Of course, people have affinity and passion for many different technical clothing brands. For me Aether stands for top notch quality. The good news is they are coming to San Francisco and their store opens later this week in Hayes Valley.