Conceived as a social cause to address the issues in cotton farming, No Nasties has been at the forefront of reversing fashion’s role in climate change with its 100% organic, fair-trade cotton ensembles.
While the brand has focused on organic cotton since its inception 15 years ago, their latest collection marks a shift towards linen. Elaborating on this decision, Apurva Kothari, the founder of No Nasties, shares, “The addition of linen fabrics is a first for us, going beyond our sole use of organic cotton so far.” This move is a step towards offering customers more fabric choices to suit their needs and lifestyles while ensuring that both products and the supply chain remain sustainable. “Linen is great for the Indian weather and is a perfect choice for us as an all-natural fabric grown in organic farms,” he adds.
Shedding light on the design process behind this collection, Kothari explains, “This being our very first linen collection, our intention was to make it stand out from the run-of-the-mill linen clothes already in the market. Each piece is designed to be a statement, with impeccable tailoring details and versatility in its use with shape-shifting silhouettes and options to mix-and-match different pieces together.”
Most pieces in the assemblage transition effortlessly from daytime to evening wear, promising comfort and ease of movement. Unique design elements, such as corozo nut buttons and biodegradable natural rubber elastic, reinforce the brand’s sustainable ethos. “We think through every detail and every component of our clothing to make it sustainable. We have never used plastic buttons and have been using wood and coconut shell buttons so far,” Kothari notes.
Every No Nasties silhouette is crafted with intention, from trims to fabrics to packaging. On incorporating innovative elements, Kothari shares, “For the linen collection, we researched and found natural corozo nut buttons, which match the elevated vibe of this collection perfectly. Similarly, the use of biodegradable natural rubber elastic came about after months of research to further reduce our footprint and move away from synthetic petrochemical-based elastics, which are the norm in the market.”
Maintaining a zero-waste and sustainable brand is no easy feat, with challenges that constantly evolve. “Over the past 15 years, our single most significant challenge was the supply chain, causing product delays, and since we only work with certified organic & fair trade factories, our choices were limited.”
While some obstacles ease over time, new ones emerge. “In the last 2-3 years, our biggest challenge has been the rampant and increasingly sophisticated greenwashing by brands claiming to be ‘sustainable’ with little actual work on environmental or social metrics. This makes it harder for consumers to distinguish truth from marketing gimmicks.”
Apurva Kothari’s No Nasties continues to push the boundaries of sustainable fashion, striving to reverse climate change by being carbon-negative. “Our business model is intentionally designed such that it directly impacts our bottom line if we increase our product footprint. Our goal over the next five years is to promote this model where the business has direct responsibility and financial impact of its CO2 footprint. We believe if this model were to become law, all other fashion brands would race to minimise their footprint and make the most sustainable products ever.”
“Just like we pioneered organic & fair trade fashion, this is our next frontier.”