In a fashion world constantly reinventing itself, few brands have stayed as grounded in purpose and sustainability as No Nasties. Founded by Apurva Kothari, No Nasties is not just a casualwear label — it’s a conscious lifestyle choice. Known for its 100% organic cotton apparel and recently introduced organic linen line, the brand champions ethical fashion while redefining comfort-wear as a new norm.
Comfort-Wear: A Philosophy, Not a Category
Casualwear has undoubtedly transformed the fashion industry over the past decade. For No Nasties, however, this isn’t a passing trend or a market vertical — it’s a core belief system. “Casual or as we prefer to call it, comfort-wear, is the only way to really dress up every day,” says Apurva Kothari. “We don’t believe in being uncomfortable or having chemical-laden toxic fabrics touch our skin.”
Kothari explains that this approach was validated during the pandemic, a time when the world collectively leaned into comfort over formality. But the continued demand, even post-pandemic, reflects something deeper than convenience — a shift in lifestyle and values.
Climate Crisis Meets Cotton Coziness
While many fashion insiders credit the pandemic for the rise of casualwear, Kothari sees climate change as a more significant and permanent driver. “Summers have never been this hot. Winters have not either. There is only one choice left — beat the heat with comfortable, casual cotton clothing,” he states. This practical need for breathable fabrics aligns perfectly with No Nasties’ use of organic cotton and now, organic linen — both designed to offer comfort without compromising on sustainability.
Casualwear with a Touch of Athleisure
Although No Nasties doesn’t define itself as an athleisure brand, it occupies an increasingly relevant space in that segment. “At least 30% of our customers wear our organic cotton tees, tanks, and shorts for workouts, especially yoga and runs,” shares Kothari. The overlap is natural — whether it’s a run on the beach or running errands, comfort is the unifying factor.
What’s Hot: Tanks, Tees & Co-ords
When it comes to bestsellers, the classics never go out of style. “Tees & tanks are evergreen and our best-selling vertical. So it was natural for us to launch co-ords around these and they are certainly being well received,” says Kothari. These pieces not only deliver on comfort but cater to the growing climate-conscious community opting for breathable, stylish, and functional everyday wear.
Inclusive Sizing: A Non-Negotiable
Inclusivity is not a trend at No Nasties — it’s a necessity. “It’s not even an option to ignore diverse sizing. The average Indian customer is Medium or Large,” notes Kothari. The brand has made a strong effort to include sizing for real people and feature diverse models, setting a powerful example in the casualwear space.
Fabric Innovations with a Conscience
In an industry racing toward technological innovation, No Nasties remains committed to natural solutions. “We believe in natural fibres for utmost comfort and least impact on the environment,” says Kothari. While many brands look to high-tech solutions, No Nasties has stayed loyal to its roots by avoiding synthetic materials and introducing sustainable elastics made from natural rubber.
That said, the brand isn’t anti-tech. Kothari acknowledges the value of technology for good, particularly when it comes to traceability and transparency. “We’ve been working with the world’s leading innovators to track the carbon footprint of every single garment—from farms to factories to your FedEx,” he reveals.
Sustainability and Transparency: A Dual Responsibility
Kothari believes that sustainability is not just a marketing tool but a collective responsibility. “Fashion has the biggest responsibility for the damage we have already caused,” he says candidly. While more brands are adopting sustainable practices, he cautions against greenwashing — the superficial adoption of eco-friendly language without real accountability. “Sustainability must co-exist with transparency. The responsibility lies with the end user to ask the right questions and know who to trust.”
Social Media and the Rise of Conscious Consumers
Kothari admits that social media has amplified fashion trends like the now-iconic “airport looks.” But he believes platforms are most powerful when they educate and empower consumers. “Comfort is a lifestyle choice, not a trend,” he asserts.
Scaling Sustainably: From Goa to Global
With a flagship store in Goa and a robust e-commerce platform, No Nasties has already made its mark in India. “E-commerce has been fruitful for us because customers today are more informed than ever and are actively seeking ethical options,” says Kothari. Looking ahead, the brand has its sights set on Mumbai and international markets by the end of the year.
The Future Is (Still) Casual
When asked if casual, sustainable fashion will plateau, Kothari is resolute: “Never! Comfort will never go out of style. It is beyond trends.” To stay relevant, he believes brands must marry intention with innovation — not just to sell but to serve a purpose.
As the lines between comfort, sustainability, and style continue to blur, No Nasties stands tall — proving that doing good and looking good are not mutually exclusive. With transparency, community, and climate-consciousness at its heart, the brand isn’t just riding the casualwear wave — it’s helping shape its future.
