CMF by Nothing is a new sub-brand launched by Carl Pei's Nothing

Nothing has not wasted any time in launching a new sub-brand. Just a couple of years after launching its first product, the Nothing ear (1) buds, the company has now launched “CMF by Nothing”. Nothing has made a name for itself by making design forward earbuds and smartphones that feature a signature transparent look. In launching CMF by Nothing, CEO Carl Pei says that the aim of the new sub-brand is to make “a new range of products that make better design more accessible”.

CMF stands for “Color, Material, and Finish” with the first products from the sub-brand coming later this year. The first devices to debut the CMF by Nothing design language will be a pair of earbuds and a smartwatch, and will feature a “clean design” approach. In addition to being accessible from a pricing standpoint, they will still be distinguished by Nothing’s “trusted quality”. This differs from Nothing’s core product range, which is focused on “design innovation”, making “premium” products using the “latest technology”.

Pei said that CMF by Nothing products will be developed by a separate team within Nothing, which is to “ensure there’s no distraction from our main products”. According to Pei, the new CMF by Nothing products will feature “the same attention to user experience” as Nothing products and he promised they will “work really well”. We are told that more details about the new CMF products will be provided “in the coming months”. Watch Pei’s announcement in the video embedded below.

Purchase the Nothing Phone 2 from Amazon for $759.