July is going to be a big month for British tech company Nothing, which is not only launching its “first true flagship,” the Nothing Phone 3, but will also unveil a new audio product, the Nothing Headphone 1.

Headphone 1 is due to launch on July 1, said Nothing founder and CEO Carl Pei speaking onstage at SXSW London on Thursday. “It’s our first over-the-head headphones,” he said. “A lot of our users have been asking for it.”

Teasers and rumors about the headphones have been circulating online for some time now, with the Nothing product design team claiming in a video that this latest product will rival Apple’s AirPods Max for sound quality, while costing a lot less. There’s not much else to share about the headphones at this stage, although last month Nothing did say it had partnered with British audio company KEF on upcoming products. At this time, Nothing hasn’t confirmed whether the Headphone 1 is one of those products.

Audio is hardly a new category for Nothing. In fact, the company’s first foray into the hardware world was with the Nothing Ear 1, earbuds that captured out attention with their striking transparent design. The company’s focus on design is “a necessity,” as the company was late to market and needed a way to differentiate itself, said Pei.

“We call it technical warmth,” he said, describing Nothing’s design language. “At first glance, these parts look really mechanical, [but] once you dig a little bit deeper, there’s a lot of fun elements.”

Pei also gave a hint into what we can expect from the company in the future. “The smartphone is the most important product today, but that doesn’t mean it’s going to be the most important product forever,” he said. He’s interested in seeing what new form factors tech companies are bringing to market, but would ideally like Nothing to be the company that finds the next killer tech product. 

“Success for me in the next five years would be us really finding that new form factor,” he said.