THE NEED FOR ‘NO MORE’
Praveen Premkumar, founder of No More, is chasing true circular fashion with waste as the starting point of design
Interview by abhay soloman
Designer Praveen Premkumar, for a while now, has been mulling over a deceptively simple but deeply disruptive question: Do we really need more?
In a milieu where fashion trends race against changing seasons and garments get discarded after a few wears, it is the answer to the above that firmed up the philosophy behind No More, the zero-waste, slow fashion label he eventually founded in 2023.
While the global fashion industry thrives on incessant consumption, No More is slowing things down by crafting bags and lifestyle products from reclaimed denim, discarded airbags, seatbelts, industrial surplus, and textile waste. In short, dry waste that would otherwise end up in landfills is transformed into durable, functional products for long-term use.
The Necessary Act of Refusal
You would think that the name ‘No More’ is bound to spark curiosity.
“Of course! It sounds like a refusal, a rejection towards excess, waste, and endless consumption,” remarks Praveen, adding, “However, it is less about denying people their needs and more about encouraging them to rethink the systems they participate in.”
With fashion today operating around constant newness, surfeit, and disposability, products are designed to be replaced faster than they are valued, believes the designer.
“We are positioning ourselves in a way that sustainability feels aspirational, emotionally meaningful, and aesthetically exciting not a compromise.”
Each product hence carries a unique identity as the reclaimed materials themselves are non-uniform. “In a market flooded with identical, mass-produced products, then individuality becomes not just the brand’s appeal but also its strongest emblem of originality,” Praveen quips.
Questioning Adequacy
It is the dearth in intention, asserts Praveen, that plagues modern wardrobes, despite brimming with options.
“We’ve been conditioned to believe that style requires constant newness,” he says. “But sustainability cannot become another shopping category channeled by overconsumption, albeit under a greener label.”
This perspective ideally deconstructs the making of a conscious wardrobe. “Instead of replacing every fast-fashion item with an expensive sustainable equivalent, the choice should be about owning fewer things, valuing them deeply, and extending their lifespan through care, repair, and emotional connection. This philosophy directly challenges the culture of impulse buying amplified by social media algorithms, trend cycles, and influencer-driven consumption,” explains Praveen.
Attaining Circularity in Fashion
The conception of products crafted at No More begins with existing materials such as reclaimed denim, discarded airbags, seatbelts, and industrial textile waste. Instead of extracting virgin resources, the brand works backwards from what is already available.
“We have integrated repair, buyback, and refurbishment systems into its business model. Customers can return products for repairs, extending their life significantly,” informs Praveen.
Even the smallest scraps are repurposed, he adds. “Workshop waste is converted into dog beds for shelter animals, ensuring that almost nothing leaves the studio as landfill waste.”
“By 2030, we hope No More represents a shift in mindset that values longevity, repair, reuse, and the potential of existing materials before demanding something new”
Quiet Luxury of Longevity
As disposable fashion dominates retail shelves, the brand and its founder are championing something increasingly rare: durability. “In India, upcycling has often been associated with patchwork aesthetics or rustic handcrafted products. We want to alter that perception by upholding how circular design can feel elevated, contemporary, and functional.”
The raw materials, reclaimed of course, possess inherent resilience. Combined with thoughtful construction and novel design, these products last years rather than weeks. “We never want our creations to end up in a landfill due to minor glitches,” Praveen affirms. In a world obsessed with ‘new,’ longevity thus is a form of luxury at No More.
Making Minimalism Aspirational
Usually, sustainability, as a concept, is difficult to define distinctly. Whereas fast fashion continues to thrive on instant gratification, seasonal trends, and social validation at a high speed. In such a scenario, how does a slow-fashion brand endure, we quiz Praveen.
“The trick lies in storytelling, individuality, and emotional connection. Every No More piece carries a distinct character because of the reclaimed materials used in its creation. With awareness this uniqueness becomes aspirational in itself,” is his reply.
Praveen adds, “We want people to discover No More before simply buying anything from us. Customers shouldn’t purchase a product because it is trending temporarily, but because it genuinely belongs in their lives. That goal drives us to do what we do!”
Overcoming Roadblocks
The designer feels that despite the growing awareness around sustainability in the country, building a circular business continues having its own challenges.
“One must understand that conventional fashion systems are optimised for speed, scale, and low-cost production. Circular brands, on the other hand, focus on flexibility, transparency, craftsmanship, and long-term thinking a value-driven not profit-driven approach.”
Which means entrepreneurs like Praveen would require stronger ecosystem support, government grants, incentives, infrastructure for waste recovery, and responsible material sourcing. He also reflects that there must be greater accountability in India for the waste generated by fast fashion, similar to conversations already emerging globally.
In order for change, however small, what is the ‘golden rule’ people can adopt, we ask Praveen. “Keep using what you already own. Carry your No More for a long, long time. Reuse it, repair it, live with it, and let it collect stories alongside you,” the enterprising changemaker ends on a positive note.
“Our production primarily in-house, ensures fair working conditions, stable income, and close collaboration within team and across women-led initiatives for processes such as packaging and finishing”