Ear to the ground — Nothing teases earbuds at Chet Lo’s London Fashion Week show
By injecting itself into the talk-of-the-town runway show, Nothing cuts through the noise of mundane tech teasers that we’ve come to know.
By ERIK SEDIN
September 23, 2022
Despite being founded by Swedish entrepreneur Carl Pei and having Teenage Engineering’s vice head of design Tom Howard as its design lead, London-based tech brand Nothing has not yet reached mainstream recognition with tech consumers in Scandinavia. Having launched last year and only presented two products, the Ear 1 earbuds and the Phone 1 smartphone, it’s perhaps this week’s teaser launch of the Ear Stick that will grab the attention of style-conscious Scandinavians.
During London Fashion Week, showgoers at hyped fashion brand Chet Lo’s runway presentation got to see a glimpse of the lip stick-like earbud case integrated into the models’ outfits. The Phone 1 was also displayed, with its distinct LED Glyph Interface back panel shining through custom-made sheer fabric bags, that will be available for purchase early next year.
After the show Nothing confirmed Ear Stick to be a new set of ”feather-light” earbuds with a ”comfortable ergonomic design”, meant to mould to your ears. Not much more is said at this stage, but full product specifications and pricing will be released later this year.
— Chet’s collections push the limits of what’s been done before and are a result of fusing a classic style category with radical engineering. At Nothing we share similar beliefs. London Fashion Week felt like the perfect setting to kick off an exciting partnership and showcase our upcoming product Ear Stick, says Carl Pei, CEO and co-founder of Nothing.
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