Carl Pei intros ‘CMF by Nothing’ sub-brand

Carl Pei, the founder of Nothing 10, has introduced its new sub-brand called CMF by Nothing. The sub-brand will focus on making better design more accessible to consumers. Bringing a range of products that are “clean and timeless” and “accessibly priced”.

Similar to how Nothing began with the Ear (1), CMF will debut wearables—a smartwatch and earbuds—later this year.

The aim is to democratize good design and impact more people, according to Pei in a ‘Community Update’ video. While Nothing focuses on design innovation and premium products with the latest technology, CMF by Nothing will offer “quality that’s hard to find” in its price segment.

Although it’s a bit ironic since its Phone (2) didn’t have the latest chip from Qualcomm.

Pei emphasized that both Nothing and CMF by Nothing are design- and user experience-led organizations. That the same level of high quality and attention to user experience will be seen across both brands.

Additionally, the sub-brand is run by a separate team within Nothing. This is to ensure that “there’s no distraction” from the main products, says Pei.