This Brand Is India's Most Sustainable Fashion Brand With Equally Comfortable Clothing

We know, sustainable this, sustainable that, but the question: how often do you find a fashion brand that's as fashion-forward as it is sustainable for the environment? Every brand in the market right now claims to be "sustainable" or working towards protecting the environment, but how reliable are these claims? At LBB, we're always on the lookout for something different, something unique and something that upgrades our lifestyle. Imagine what our reactions would've been when we found a fashion brand in Goa that does all of it while working towards climate change with every product they sell and create. That's right — No Nasties in Goa is one of India's most sustainable brands with science and numbers backing their claims.

Launched in 2011, Apurva Kothari founded No Nasties as a response to the farmer suicide crisis. Leaving his career as a software engineer in New York, he decided to work with and help cotton farmers in India after learning about the hardships they faced due to the high cost of pesticides and fertilisers. In his bid to do that, he ended up creating one of India's most sustainable fashion brands. How, you ask? For starters, they use 100% organic cotton, which reduces environmental damage from the outset by avoiding genetically modified cotton seeds and synthetic pesticides. Additionally, their clothing is also vegan since they don't use any animal-based fabrics (leather, fur, silk).

What really stood out to us is their super transparent supply chain, which is often hard to see in other fashion brands. Their website claims that with every product purchased from them, the environment benefits, rather than being harmed. Up-cycled materials, measuring the carbon footprint of each product, and then offsetting it by 300% help them create a positive impact. As such, they're one of the few (or possibly the only) fashion brands with a negative carbon footprint. Their business model feels more like a social movement than anything else.

One might think that with such a high focus on sustainability, their products would be average, but a glance at their website will change your mind. Being a slow fashion brand, their products are classic designs that never go out of style. From Co-Ords and jumpsuits to dresses, tops and t-shirts, every product has classic prints and style with hints of 'quite luxury' elegance. Since they have two stores in Goa (Assagao & Panjim), most of their clothes are the kind that you can pick up from the store and wear directly to the beach, making you feel like you belong. This versatility is also why we fell in love with the brand, as their clothes can transition from workwear to beachwear and lounging as effortlessly as possible. Plus, they're super comfortable.

Price: Starts at INR 1,999

Timings: 11:00 AM to 7:00 PM

Social Media: @nonasties

LBB Tip: They also have men's collection that has products you can easily buy for your SO, father or brother, only to steal later.