In a world increasingly conscious of the environmental and social impact of consumer choices, No Nasties stands out as a beacon of ethical fashion. Founded by Apurva Kothari in 2011, No Nasties was born from a desire to address the agrarian crisis in India and promote sustainable practices in the fashion industry. As India’s first Fairtrade-certified apparel brand, it has set a high standard for what it means to be both socially responsible and environmentally conscious.
Kothari’s journey began with a stark realization—thousands of farmers in India were taking their own lives due to the unbearable pressures of debt and unsustainable farming practices. This tragic reality inspired Kothari, a former software engineer, to create a brand that not only offered fashionable, organic cotton clothing but also supported the very farmers at the heart of this crisis. No Nasties collaborates closely with farming cooperatives, ensuring fair prices for their crops and encouraging a shift to organic methods.
The brand’s commitment to sustainability goes beyond just using organic materials. No Nasties has consistently pushed the boundaries by introducing carbon-neutral practices, planting trees for every product sold, and adopting zero-plastic packaging. The brand’s latest evolution, dubbed “No Nasties 2.0,” emphasizes its mission of creating “Planet Positive Clothing,” where every piece of apparel is a step towards a healthier planet.
Over the past decade, No Nasties has expanded its offerings, from simple T-shirts to a wide range of everyday essentials, all while maintaining accessible price points. Despite its growth, the brand remains rooted in its values, operating primarily online and from its flagship store in Goa—a space that perfectly embodies its ethos of conscious living.
Apurva Kothari’s vision for No Nasties is clear: to create a ripple effect in the fashion industry, where sustainability is not just an option but the norm. Through transparency, accountability, and a relentless pursuit of ethical practices, No Nasties continues to lead the charge towards a more responsible future.
