Jalen Brunson 2025 Nba Cup Mvp New York Knicks Shirt
Whether they can eventually follow Human Made’s trajectory remains to be seen, but Nigo’s slow-burning success proves that with the right strategy (and the right people) streetwear can grow up without losing its edge. Adapting to the category’s shifting expectations is key, however. “Today’s streetwear audience is no longer defined by wealth or exclusivity alone,” says Roberts. “Instead, they seek purpose-driven brands, culturally relevant collaborations, and products that reflect values such as sustainability and self-expression.” Over the last few years covering tech, headphone and smartphone maker Nothing has always stood out to me as a bit of an outlier. In 2020, Swedish-born founder Carl Pei dared to launch a challenger smartphone out of London, 13 years after Apple’s iPhone first dropped. Consumer tech hardware is an industry that requires scale to succeed, and Pei could have built Nothing out of larger markets like the US or China. But he chose London for its design and brand-positioning potential, in a move that seems to be paying off.Jalen Brunson 2025 Nba Cup Mvp New York Knicks Shirt
Nothing’s growth has accelerated in the last two years, with revenues increasing 150% to over $500 million in 2024. Pei says the company is on track to hit $1 billion in sales for 2025, and has collectively sold seven million of its headphones, earbuds and smartphones since launch. In September, Nothing was valued at $1.3 billion in a $200 million funding round led by early Facebook backer Tiger Global. Investors are backing its plans to double down on growth in the US in 2026 and invest in building “new form factors and software” involving AI, Pei tells me. Nothing’s audio products are its bestsellers in the US, France, Germany and Australia, where it’s reached a 2.5% market share. India is its biggest market for smartphones, where it’s gained a 2% market share. In the global scheme of things, this is minute. But, when we meet at the design studio in Nothing’s North London HQ, Pei explains how he is doubling down on growth to transform the business from an “if-you-know-you-know” European challenger brand to the the younger generations’ most-beloved tech power, globally.
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