Carl Pei's Nothing Is Expanding From Making Phones To Clothes And Beer

In an unexpected turn of events, Carl Pei-led smartphone manufacturer Nothing is expanding into the fashion industry reveals a recent announcement.

What Happened: Nothing is venturing into the fashion segment with a new clothing line branded Nothing Apparel. It is being designed in collaboration with the Sweden-based consumer electronics company Teenage Engineering. The line has been pitched as “workwear we still want to wear when the work is done.”

This comes after the company launched the Nothing Beer (5.1). Originally introduced as an April Fool’s joke, the Nothing Beer is a light rice lager with a slightly citric finish.

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Apart from this, Nothing has been expanding its product portfolio by launching affordable headphones and iPhone cases. The expansion into the fashion scene seems to be an elaborate extension of this product diversification, a strategy that is reminiscent of Pei’s tenure at OnePlus.

Why It Matters: This move is a significant shift for the company known for its technological devices. As confirmed by the company on Twitter, Nothing’s venture into clothing is a testament to their willingness to explore and innovate beyond their comfort zone. This diversification strategy might also be a strategic move to capture a larger market share and reach a wider demographic.

Image Credits- Nothing

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