Sony seems to be one of the few smartphone manufacturers realizing that one user interface is not a good fit for everyone.
With it latest 4.3 Jelly Bean update (yes, not KitKat yet), Sony introduced a new native feature, essentially baking a theme engine right into the Xperia firmware, allowing you to skin your smartphone in a number of styles.
You could always use apps such as Aviate or even launchers like Nova, Apex, Go or ADW Launcher, but this is just for Xperia devices, plus themes skin “up to 280 assets.”
The themes change things as simple as home screen and lock screen wallpaper, down more complicated things such as folders, navigation bar icons, checkboxes, switches, sliders and buttons.
Sony says it will continue adding more themes through Sony Select and Google Play, as well as increase the number of elements and apps that can be skinned with Xperia Themes.
via Sony Mobile blog