Since January 2023 I have been copywriting and storytelling for outdoor apparel company AETHER. The brand has been a fixture in the extreme sports world for over a decade, positioning itself as the go-to technical apparel manufacturer for those with a more refined, minimal style.
AETHER had recently parted ways with their longtime copywriter and they felt that it was time for a change of voice. I had worked with their fractional CMO on some cannabis projects some years before, and he felt that my soulful writing style could be a great fit with the brand.
They needed:
For the journals specifically they wanted magazine quality editorial that updated their devout audience on the initiatives they were undertaking away from the product lines.
To date, my work has been extremely well received within the company, and I have managed to tackle hard hitting subjects like their support of people on the ground in Ukraine and the importance of Smokejumpers for climate change in a delicate manner that always connects back to the core message of the company.
