Can a fashion brand be truly sustainable, affordable, and scalable—all at once? In an industry often criticized for greenwashing and empty slogans, No Nasties, founded by Apurva Kothari, is challenging the status quo with radical transparency, ethical integrity, and a business model designed to democratize sustainability.
Rewriting the Rules of Sustainable Fashion
In the kaleidoscopic world of fashion, where trends come and go with dizzying speed, the word “sustainability” is often little more than a marketing buzzword. Yet for No Nasties, the Goa-based label helmed by Apurva Kothari, sustainability is not a tagline—it is the architecture upon which every decision is built. The brand’s mission is not simply to create eco-friendly clothing, but to reimagine the very fabric of the industry, weaving social and environmental responsibility into every stitch.
No Nasties is not just another label jumping onto the green bandwagon. “No Nasties is an outlier in this space,” Kothari asserts. His conviction is palpable, his approach rooted in a dual philosophy:
- Social Sustainability: Ensuring that neither people nor animals are exploited across the supply chain.
- Environmental Sustainability: Making present-day choices that do not irreparably damage the planet for future generations.
This two-pronged lens informs every aspect of the brand’s operations, from farm to final garment. It’s a vision that moves beyond surface-level initiatives, demanding a level of accountability and transparency that is rare—even among so-called “ethical” brands.
The True Cost of Conscious Clothing
The fashion industry’s dirty secret is that ethical choices are expensive—not just in materials, but in the complex, often invisible costs of doing things right. Organic cotton costs more to grow; fair trade practices demand higher wages; a responsible supply chain eschews the shortcuts that drive down prices for fast fashion behemoths. Kothari is refreshingly candid about this arithmetic.
“Sustainable fashion often comes with higher price tags, which can discourage consumers from making planet-friendly choices,” he explains. The temptation for brands is to pass these costs directly onto the consumer, transforming eco-consciousness into a luxury reserved for the privileged few. No Nasties, however, is determined to break this cycle.
“We don’t pass those costs onto consumers as premiums,” Kothari insists. “Our price range is competitive, not inflated because of our sustainability efforts. That’s a hard-earned lesson. People may believe in our values, but we still have to meet them where they are, both financially and emotionally, to truly bring about change.”
This is no small feat. The brand’s model deliberately compresses profit margins, refusing to let ethical production become the justification for exclusionary pricing. It’s a quietly radical stance, and one that positions No Nasties in stark contrast to both high-end fast fashion and the rarified air of most “green” brands.
Radical Transparency and Fair Trade: The No Nasties Way
Transparency is the new currency of trust in the fashion world, but few brands deliver it as uncompromisingly as No Nasties. From the outset, Kothari’s team has prioritized organic cotton, fair wages, and direct partnerships with farmers and craftspeople. No shortcuts, no shadowy middlemen, and absolutely “no nasties.”
This commitment is not simply performative. It is embedded in the DNA of every product and every decision. The brand’s supply chain is meticulously curated to ensure both environmental stewardship and social justice. Workers are paid fairly, processes are audited, and materials are sourced with an eye towards long-term regeneration, not short-term profit.
The result? A product that is as clean in conscience as it is in aesthetic—modern basics that carry the story of their making, from seed to stitch.
Making Sustainability Accessible: Pricing, Profit, and Philosophy
Perhaps the most remarkable aspect of No Nasties is its unwavering commitment to accessibility. While many sustainable brands are content to occupy a niche, No Nasties is intent on reaching the mainstream. The numbers are telling: Last year, the company generated revenue of approximately Rs 4-4.5 crore, with a customer base of around 50,000 people—most of whom purchase directly from their website.
These figures are not accidental. By deliberately reducing its profit margins, the brand opens its doors to a broader demographic, challenging the pervasive myth that ethical fashion must be expensive. The strategy is as much about impact as it is about economics. Every piece sold is a step toward normalizing responsible consumption, every new customer a vote for a different future.
Building Community: Beyond the Digital Sphere
While the digital revolution has enabled direct-to-consumer brands to flourish, No Nasties recognizes the enduring value of physical presence. With retail locations in Goa and Bangalore, the brand is investing in spaces where its philosophy can be experienced firsthand. These stores are not mere outlets—they are hubs of community, education, and activism, inviting customers to engage with the story behind every garment.
Plans to expand into other major metropolitan cities signal a belief that sustainability need not remain a subculture. Instead, No Nasties is laying the groundwork for a movement—one that is as tangible and tactile as the clothes themselves.
The Economics of Scale: A Blueprint for Industry-Wide Change
Kothari’s ambitions extend far beyond his own brand. He envisions a future where sustainability is not a competitive differentiator, but the industry standard. “Sustainability can become financially viable for everyone if smaller brands achieve economies of scale and larger brands take stronger steps toward environmentally friendly practices,” he argues.
This is a call to collective action. For No Nasties, the path forward is clear: scale up without selling out, grow responsibly, and hold the door open for others to follow. The brand’s model offers a blueprint for others—a demonstration that ethical fashion can be both aspirational and attainable, principled and profitable.
Conclusion: A New Fashion Paradigm Emerges
No Nasties is not merely a brand; it is a manifesto in motion. By refusing to compromise on either ethics or accessibility, it presents a compelling answer to one of fashion’s most pressing dilemmas. In a world hungry for authenticity and action, No Nasties stands as proof that true sustainability requires both conviction and creativity.
The journey is far from over. As the brand continues to expand its footprint and its influence, it invites the industry—and consumers—to imagine what is possible when fashion is rooted in respect, transparency, and courage. In doing so, No Nasties is not just changing the conversation; it is changing the culture. The ripple effects of its audacious experiment may very well redefine what it means to dress well in the 21st century.
