Benjamin Hubert aims to "disrupt" the tech market with new brand Nolii

British designer Benjamin Hubert has teamed up with entrepreneur Asad Hamir to launch a new electronic accessories brand, which they hope will rid us of "chaotic cords and broken cables".
Hubert and Hamir debuted the Nolii brand this morning at the Design Frontiers exhibition, which is taking place at Somerset House as part of London Design Festival.
The duo - Hubert a designer and founder of Layer, and Hamir a tech entrepreneur and founder of eyewear brand Kite - describe the brand as "lifestyle-led". They hope it will rid users of fussy plugs and tangled cables.
"We see an exciting opportunity to disrupt the tech accessories market with products that really solve the problems that we encounter daily with our technology," said Hubert.
"This system of accessories has been designed to reduce the stress of worrying about your tech troubles and enable users to do the things that are important to them."
The founders began by conducting market research among smartphone, tablet and computer users - who shared the problems they most encountered when using their tech products.
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