CMF by Nothing
The affordable sub-brand announced in August 2023, named after colour, material and finish, with its own look and its own team; since 2025 an India-based subsidiary operating as CMF.
Nothing
A London consumer tech brand that sets design, transparency and expression against a category it describes as looking, sounding and behaving the same.
- Founded
- 2020
- Industry
- Technology · Consumer Electronics
- Headquarters
- United Kingdom
- Ownership
- Private company
Key Facts
Brand logo
Values
Rebelling against the status quo; Life without distraction; Different by design; Co-created with community
Nothing, About
Purpose
What we want to do is make technology fun again.
Carl Pei, quoted in Designlabb, "The Story of Nothing" (2024)
Vision
With a global community of over six million, we're creating the most loved tech brand for the next generation of creatives.
Nothing, About
Mission
Nothing builds smartphones, audio products and AI tools that look good and make life easier.
Nothing, About-
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Nothing Apparel
The clothing line introduced in December 2023 at the Soho store, developed with Teenage Engineering; a lab coat and cap inspired by 1970s IBM factory uniforms, carrying the brand's transparency into wardrobe staples.
Brand Chronology
Nothing signs BTS member V as global ambassador (2026)
Nothing signs BTS member V as global ambassador
2026
Nothing names BTS member V its global brand ambassador for Headphone (1) Pro, then turns a fan meme about him into its own posts.
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Nothing, KEF and the Headphone (1) (2025)
Nothing, KEF and the Headphone (1)
2025
Nothing launches its first over-ear headphones with British hi-fi maker KEF, whose name appears on the earcup as Sound by KEF.
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Nothing answers its critics on YouTube (2024)
Nothing answers its critics on YouTube
2024
Carl Pei and the Nothing team answer reviewers and critics in their own YouTube videos, turning feedback into brand communication.
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Nothing lets its fans design a phone (2024)
Nothing lets its fans design a phone
2024
Nothing presents the Phone (2a) Plus Community Edition, whose finish, wallpapers, packaging and campaign were designed by its fans.
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Nothing starts selling clothes (2023)
Nothing starts selling clothes
2023
Nothing launches Nothing Apparel, a clothing line developed with Teenage Engineering that turns its transparent design into a lab coat.
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Nothing starts a second brand called CMF (2023)
Nothing starts a second brand called CMF
2023
Nothing announces CMF by Nothing, a cheaper sub-brand named after colour, material and finish, with its own team and its own look.
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Nothing opens its first store in Soho (2022)
Nothing opens its first store in Soho
2022
Nothing opens its first shop at 4 Peter Street, Soho: two floors with a flip-dot wall, a phone booth helpline and a gallery for events.
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Nothing lights up the back of its first phone (2022)
Nothing lights up the back of its first phone
2022
Nothing launches the Phone (1) with the Glyph Interface, a subway-map layout of lights and dot-matrix type that carry the brand.
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Nothing and teenage engineering make see-through earbuds (2021)
Nothing and teenage engineering make see-through earbuds
2021
Nothing launches the transparent Ear (1), designed with founding partner teenage engineering, and finds the visual signature of its brand.
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Carl Pei calls his new company Nothing (2021)
Carl Pei calls his new company Nothing
2021
Carl Pei launches Nothing in London with a name, a mission and a list of investors, months before the company has a product to show.
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Founded
2020
Carl Pei, co-founder of OnePlus, founded Nothing in London in 2020 and announced its name months before the company had a product to show.
