I Was Blocked By Teacherman 1986 Shirt
We’re sitting in what feels like the spatial embodiment of that brand vision book in the design wing of Nothing’s office. Industrial shelves are chaotically stacked with OG Gameboys, Apple’s first iMac and a 1985 Sinclair C5 electric tricycle is wedged beneath a workbench. It’s clear the brand’s designers draw inspiration from these vintage gadgets — Nothing’s smartphones, headphones and earbuds have a very distinctive design. They’re as futuristic as they are nostalgic, and characterized by an inside-out feeling, with some inner workings on show. It’s a statement to be wearing Nothing’s over-ear headphones, which, with only a 2.5% market share, can comfortably be described as niche. In July, Nothing chose to partner with fashion photographer Jordan Hemingway — a longtime collaborator of FKA Twigs — for its headphone release campaign. Hemingway, Lueder and Wade are not mainstream fashion collaborators — every choice so far is sending a calculated “if-you-know-you-know” message, or as Smith puts it: “Nothing has built a brand that signals having their products means you’re a bit rebellious or you’re going against the status quo, and that’s vital to maintain as the brand grows.”I Was Blocked By Teacherman 1986 Shirt
Pei is proud of the fact that 10% of Nothing’s customers work in creative fields. He plans to increasingly target this group, who he believes have been “neglected over time” by larger tech brands. Inspired by Apple’s creative tools like Garage Band and iMovie, Pei says that Nothing is now building software that “enhances creative workflows”, in addition to its hardware range. One of the new investors that joined Nothing’s funding round in September was Qualcomm Ventures, the investment arm of one of the biggest AI chipmakers in the world. This was a strategic investment, with Pei adding that Nothing will use some of the fresh funds to design AI products — both devices and software — for consumers.
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