Nothing launches ‘CMF by Nothing’, a more affordable sub-brand

Nothing might only have like, five products to their name so far, but that isn’t stopping the London-based company from launching its own sub-brand. Dubbed ‘CMF by Nothing’, it was first shown off in a new Nothing Community Update video posted on their YouTube page.

According to Nothing, while the main line will continue with its innovative design, premium build quality and introduce products with the latest technology, CMF by Nothing will work to provide a clean design that’s accessible to the wide public (read: cheaper), along with ‘trusted quality’ which likely means it won’t be the latest hardware around. Oh, and if you were wondering what CMF meant, it apparently stands for ‘Color, Material and Finish’, which is itself a concept in industrial design.

CMF by Nothing is set to launch a new pair of earbuds later this year, along with a smartwatch—something that Nothing themselves does not offer in their lineup. However, Nothing did not give a specified release window for the two new CMF by Nothing products. Pei does hint at how CMF by Nothing is able to do this though, as he states that the sub-brand is actually being run by a separate team within the company. This is apparently to ensure that there aren’t any distractions away from their core products.

Nothing joins the many manufacturers in the mobile scene that has their own sub-brand. Honor for example started life as a Huawei sub-brand before becoming an independent company, while the likes of Xiaomi has two sub-brands with Redmi and Poco. Pei himself is no stranger to the concept of the sub-brand, with one of his last projects at OnePlus being the launch of the Nord lineup.