the team
the feel-good people.
a small team in Goa, mostly women. the wins, the mess and the bits in between.
why we started · 2011
we started with the farmers.
you'll probably notice the softness first. most people do. what you won't see is everything behind it: organic cotton grown on small farms across India, factories that treat every hand fairly, nothing from animals, and more carbon taken out than we put in.
this feels good.
“i wanted clothes that felt good on the skin and good to think about. turns out they're the same clothes.”
no nasties was started by Apurva Kothari in a spare bedroom in Mumbai. it's now a small team in Goa who obsess over fabric, fit and the fine print. we still read every review.
Goa, right now
from Goa, with love.
where the weather is the brief: everything has to breathe, wash easily and still look good at 34°C.
come say hi
four stores. no strangers.
our story · 2011 → 2025
fifteen years, many firsts.
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2011: this started with the farmers
a farmer was dying from debt every 30 minutes, trapped by GMO cotton seeds.
Apurva left Silicon Valley, came home to India and started an organic cotton brand. no GMO, no nasties. most people thought it was a terrible idea.
this is the story of what happened next.
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2012: the world clicks
one of India's oldest Shopify stores.
a mission, a URL, and a quiet belief that people would choose better if they could. turns out they were already waiting, in 72+ countries.
the idea clicked.
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2013: make tees, not war
with Indus Creed, Shaa’ir & Func, Scribe, Atma, Grassroutes, Antima Nahar and Engineer Bhai.
musicians wore them. activists wore them. the artists who made them wore them too.
we called it a collaboration. they called it a movement.
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2014: viva la revolución
Fairtrade India's first licensed brand.
fair wages, no child labour, no excuses. we co-founded Fashion Revolution India, asking brands the one question they didn’t want to answer: who made your clothes?
we always had an answer.
how we make it today -
2015: the year things broke
our biggest deal, with the biggest Bollywood star.
lights, camera… factory failure. a new vendor, low quality, high stress. the deal fell through and we ran out of cash. no sub-par piece was ever shipped.
broke, but not broken. we kept going.
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2016: once upon a doug
women left behind by the farmer debt crisis needed a livelihood.
we started a non-profit with women farmers in Wardha. we sent our waste fabric; they handcrafted Doug, a cloud-shaped charm for hope, sold all over the world.
Doug is still out there, one cloud at a time.
say hi to Doug -
2017: mission million
300,000+ trees planted by April 2026.
we started planting one tree for every piece sold. the right trees, in the right places. the goal: a million trees by 2030. we’re a third of the way there.
a forest with your name on it.
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2018: a home finds us
a house in Assagao, built in 1897.
we knew the moment we walked in. we restored it door by door, arch by arch, and it became the No Nasties home. it’s still our flagship store today.
come say hi.
visit the stores -
2019: down to the last kilo
we make things. making things pollutes.
we couldn’t live with that, so we started measuring the carbon of every product, from cotton seed to your doorstep, and paying it back.
all of it.
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2020: our house is on fire
now fighting climate change, one garment at a time.
the pandemic gave us time to listen: to customers, to science, to our conscience. slow fashion wasn’t enough when the planet was on fire and we were making t-shirts.
No Nasties+ was born.
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2021: negative is the new positive
you know how fashion harms the planet?
we went carbon negative: for every product, we paid back more carbon than it took to make it. not neutral. negative.
we kept the receipts.
how it works today -
2022: your old clothes called
“hi, I’m old and weary. can you give me a new life?”
send your old No Nasties back. we resell them, repair them, or turn them into a Reshirt.
old is new again.
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2023: you asked for it
work. yoga. brunch. sleep.
you asked, we made it: new categories and new fabrics, made the same way as always.
you’re welcome.
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2024: world’s top 50
first in India to be rated Great by Good On You.
Good On You, the rating platform shoppers check before they buy, named No Nasties one of the top 50 brands in the world.
we didn’t set out to win anything. we’ll happily take it.
read the rating -
2025: fifteen years, one runway
not a fashion show. a movement with a front row.
no Kate, no Tyra, no fuss. just our 129-year-old home in Assagao as the runway, our best clothes, and everyone we love.
here’s to the next fifteen.
see the runway
