If you thought last year’s story about a Canadian company
British entrepreneur Leo De Watts, 27, founded the company Aethaer which sells glass jars of English air for £80 each, or about $115 — a laughable increase from the $16 cans of air that his competitor Vitality Air produces.
De Watts was actually inspired to start Aethaer in late-2015 after stories of Vitality’s success went viral last year after Beijing’s pollution problem reached alarming levels.
Of course, De Watts’ product, he claims, is several grades above Vitality. He told the Dorset Echo:
“Think of us as being the equivalent of Louis Vuitton or Gucci.”
Each jar only holds 20 oz of air which is caught with nets in English countryside locations like Dorset, Somerset and Wales. De Watts and his associates demonstrate in a video on their website how and when they collect each jar of air, explaining that many of his customers request custom air orders.
“Quite often a lot of our orders are bespoke — we have clients who request very particular circumstances for their air. Sometimes we’ll be at the top of a mountain, other times the bottom of a valley.”
De Watts claims Aethaer has sold hundreds of jars, mostly to customers in smog-choked cities like Beijing and Shanghai.
De Watts now lives in Hong Kong, selling his jars of air at a booth — it is assumed that most customers enjoy the rather expensive novelty of the product given that it doesn’t actually hold a full breath of air.
As part of a deal for Chinese New Year, Aethaer is promoting a 15-jar gift set for about $1,200 for a total savings of $35 on each jar of air.