Overview
- Smith will oversee global brand, image, marketing, communications and store design, reporting to cofounder and CEO Carl Pei.
- He departs after seven years at Loewe, where he led collaborations with Studio Ghibli and On Running and developed a viral TikTok strategy.
- Pei said Smith helped make Loewe culturally relevant with Gen Z and called him well placed to help Nothing redefine consumer technology.
- Smith said he plans to apply lessons from luxury fashion to tech and that Nothing’s mission to connect technology with culture resonates with him.
- Founded in 2020, Nothing sells smartphones, smartwatches and audio products and was valued at $1.3 billion in its recent funding round.