Nothing’s Carl Pei announces new sub-brand — CMF — for phone accessories
CMF by Nothing seeks to be a design-led, high-quality range within the budget category.
CMF by Nothing puts affordability and quality first, according to Carl Pei.
Nothing currently has two phones (1, 2) and three earbuds (1, 2, 3). It’s not many by typical standards as seen in other consumer brands, but the company is ready to grow.
In a Q2 2023 community update to Nothing fans and enthusiasts, Carl Pei said that Nothing would be creating a new sub-brand for a host of other devices like smartwatches and earbuds. The sub-brand will be called CMF by Nothing.
Carl Pei personally explains what CMF by Nothing stands for, and what kind of quality these products will offer (timestamped). The founder said that the CMF-branded goods are designed by an independent team in Nothing, and that it’s “accessibly priced” for more people to enter the Nothing product ecosystem.
CMF itself means “colour, materials, and finish”, which is a reference to a fundamental philosophy principle in industrial product design. It’s similar to the principles used in Samsung’s Galaxy Z Flip5’s design (our TikTok exploring that can be found here).
As mentioned, the first CMF by Nothing products are a smartwatch and earbuds, both coming “later this year”.
Source: Nothing (YouTube), via The Verge
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