Don’t Panic started as an experiment. In early 2011, Thomas Fulton found himself overworked and stressed out working on his small business and tried to think of a way that he could trick himself into working less and enjoying life more. Could there be a way to convert work into leisure? Perhaps, he thought, he could trick himself into relaxing more by starting a relaxing company.

One of the contributing factors to Tom’s daily stress was his iPad. It seemed to invade his leisure and compel him to work wherever and whenever. Originally, he set out to design a keyboard case for the iPad, to make it more work friendly, but he gradually came to the realization that what he really needed was a leisure case that would compel him to relax. An inspired philosophy helped guide him in the right direction along the way.

The name Don’t Panic is inspired by Douglas Adams’ The Hitchhiker’s Guide to the Galaxy and is embossed on all of our cases. If you are a member of society today you pretty much have access to EVERYTHING EVERYWHERE. It’s a bit overwhelming. That’s why we thought it might be helpful to keep a reminder nearby that would help you take it easy.


Since the introduction of the crowdfunding site Kickstarter.com in 2009 things have been very different for small companies that want to make new products and deliver them directly to their customers. We didn’t want to just produce something that nobody really wanted so we launched a Kickstarter campaign in November 2011 to test the waters. The response was overwhelmingly positive, we reached our funding goal, and the 101 backers that supported our project received their rewards.

Check out our Kickstarter video from 2011:


In April 2012 we shipped out the first Don’t Panic iPad cases. They rapidly sold out and we immediately requested feedback from all of our customers. Based on customer feedback the case functions were enhanced and the style improved during the summer of 2012. The cases were great, but we wanted to push for them to be just right. On October 10th, 2012 we re-lauched with our new Don’t Panic cases and we can’t wait for you to get your hands on one!

Our next project, which is in development, is the the Don’t Panic Leisure Guide. We believe that taking it easy is 1% stuff and 99% mindset, so our goal with the Leisure Guide is to provide some solid guidance in the age of gadget/work overload. If you’re interested just sign-up or get in touch to let us know what you would like to see in the guide.