Nothing could be planning high-end headphones with KEF sound to rival Apple AirPods Max

The Nothing Ear wireless earbuds in black on a grey background — (Image credit: Sam Cross)

Quick Summary

Nothing and KEF have launched a partnership.

That will see the bargain tech brand and the luxury hi-fi manufacturer come together on a range of audio products this year.

It's going to be an interesting year for Nothing. The brand – which is best known for it's cheap phones and bargain earbuds – is making a push for the premium market.

It's not just the Android phone market where the brand is pushing for a more luxurious look, either. The brand has just announced a partnership with British hi-fi brand, KEF.

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That's an exciting collaboration. In a press release shared to mark the occasion, Nothing said, "This strategic collaboration brings together KEF’s six decades of high-fidelity audio expertise with Nothing’s design-led approach to technology. The partnership will support Nothing’s expansion into new audio categories – with several acoustically co-developed products already in the works and launching later this year."

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The obvious first port of call there is a pair of headphones. Nothing has never ventured into the over-ear realm, and it's also a segment which KEF has a lot of experience in.

I actually think something a little more leftfield will be coming, though. I could see the pair working on a Bluetooth speaker together, to combine Nothing aesthetics with KEF audio quality.

That would also offer a product in a segment which neither brand has competing products in. KEF's collection of speakers are of the bookshelf variety, leaving the door open for something smaller, more portable and more consumer-friendly to exist.

The collaboration would make perfect sense there, too – KEF could launch a more affordable product in that line without sullying its premium appeal, and Nothing could go to war in a crowded segment with the weight of a hi-fi giant behind it. With products promised this year, we're not expecting to wait too long before we see something from the two brands.

Sam Cross is an award-winning journalist, with nine years of experience in the media industry. His work can be found in publications as diverse as Oracle Time, Metro and Last Word on Sports.

Here at T3, Sam is best known as the brand’s go-to guy for all things luxurious – from exquisite watches to fine fragrances; the latest performance vehicles to intricate audio equipment, and more.

He’s often found travelling around the world to test new launches, complete with high-end backpacks and suitcases in tow. And when he’s not adding to his air miles, Sam can be found in front of a video camera, bringing his distinctive brand of storytelling to T3’s social media channels.

Sam also loves all things analogue including listening to music on vinyl or cassette, and photography on vintage film cameras.