Aetha is a UK-based design studio founded in 2018 by Tom Parsons, focused on delivering high-performance, user-centered product design for startups and established brands alike, with an emphasis on agility, collaboration, and a flexible, non-house style approach that prioritizes the client’s needs, physical and financial fit, and real user impact. Key Points Aetha was founded in 2018 to help brands create meaningful, user-centered products that drive growth. The studio emphasizes agility, creativity, and close collaboration on every project. Over 1 million products designed by Aetha are in people’s homes, contributing to startups turning ideas into tangible offerings. The company has worked with 135+ clients, spanning bold startups to global brands. Tom Parsons, the founder, has a background with Dyson and co-founded Times Eyewear; he leads the studio. Aetha operates from Poole, UK, with a workshop enabling quick sketches to high-fidelity prototypes and a hands-on development process. The studio does not adhere to a single house style; its design works for each client’s category, brand, and users’ active lives. The culture centers on respect, openness, and valuing every voice, fostering fresh ideas. The studio stresses responsible design influenced by the coastal Poole environment and mindful production. The founder’s industry involvement includes judging at CES Las Vegas, Design Truth Student Awards, and advisory roles at Bournemouth University.