(Image credit: Nothing / Aidan Zamiri)

Tech brand Nothing has a rare upper hand that few of its rivals can claim – it is, I dare say, pretty cool. Already, the words 'brand' and 'cool' together irk me a bit; it feels antithetical to say a company trying to sell you things could ever truly be 'cool', but somehow Nothing has carved an identity that feels real, and I've been sucked right in.

From its trend-defying product design to its slick campaigns, Nothing oozes style in an effortless way that many brands will spend an eternity trying to capture. Sometimes it's not about competing for the best adverts or the swankiest product launches, but building something authentic.

(Image credit: Nothing / Aidan Zamiri)

Nothing has been on my radar for a while, particularly after it employed 365 party girl Charli XCX to promote its Headphone model. Nothing came out swinging, announcing Charli as its first Global Brand Ambassador, marking a distinct finger on the pulse of pop culture.…