Nought One

Luxury label Nought One was born out of the founder Abhishek Paatni's vision to create menswear using a design aesthetic steeped in street wear and sleek tailoring – for the man who isn't afraid to experiment with his style. Under the careful stewardship of Abhishek Paatni, the brand is turning out menswear that feels exciting, cool and stylish, a compelling proposition that hasn't gone unnoticed by the new generation of customers flocking to check out its collections.

Being one of the top streetwear- inspired labels in India.. Nought One showcases the perfect blend of activewear and streetwear. With a background of engineering followed by an MBA and no formal training in fashion, former engineer Abhishek Paatni’s growth in the fashion industry is inspirational. He started his career in fashion by modelling and taking up styling gigs .. and slowly became interested in fashion design.

After his MBA, the young man started his working with Mr. Buttons and found inspiration there to launch his own menswear brand rooted in streetwear aesthetic. “I used to come up with this stuff following International trends to get that culture into India. With the help of friends, I got an office in Shahpur Jat as the central space for my work, a creative space. I then started customising shoes like that of Mr. Buttons, but I made them less formal and more street type. I started selling shoes, pocket squares, lapel pins, and other accessories and the response I got for this was amazing. But I wanted to have a very niche focus group and that’s why I parted ways with Mr. Buttons, with the zeal to start something on my own” Abhishek Paatni tells Apparel Resources. 

The young man lanced his own brand- Zero Dot Zero- which was more about the masses and eventually started working with the high fashion e-tailer, Koovs. With the support of friends and colleagues who considered his style as aggressive yet revolutionary, he launched Nought One with its unique brand design language. In no time Nought One bagged the prestigious platform: Gen Next Designers- by Lakmé Fashion Week in Autumn Winter 2015. There's been no looking back since.

Nought One uses a lot of hardware and industrial- inspired buckles. The military aesthetic stems from personal history: Abhishek's family was posted in army areas where his father's work involved projects in hydroelectricity. Fashion label Nought One addresses the needs of diverse people whether that of a millennial or a fashion conscious forty- year- old. 

Aspiring to normalise street culture.. Abhishek diversified into womenswear during the SS2019 edition of Lotus Makeup India Fashion Week. The collection was his interpretation of street style referencing street sub-cultures. Several silhouette details such as zipper jackets, utility pockets and drawstring closures combined with modern hardware, military influences and pop colours, was the predominant style. “Womenswear was an extension of our menswear line but with inclusion of new colours such as fuchsia, neon green, as we wanted the same functionality as our menswear line offers. We wanted to keep the comfort level high and thus, included lots of shorts too" he told Apparel Resources.

In 2020 Nought One collaborated with Adidas Originals to create a collection titled: Tailored Tech. Inspired by Nite Joggers- the collection features anoraks and utility jackets in waterproof technical fabrics with 3M reflective inserts. The core team created an exclusive boost-sole texture print for parkas and tees.. kurta-pajama set with a waterproof anorak and limited edition NoughtOne neon rings. Abhishek Paatni posted on his official website: "Nite jogger inspired me with its reflective tech and heritage to pay homage to this way of life through an exclusive collection called tailored tech."

The brand is making strides towards sustainable processes. The idea of sustainability is deeply entrenched in the designer's lifestyle as his father is primarily an environmentalist. At nought one- therefore- the core team is taking small steps like reducing their overall carbon footprint to try and lessen the negative impacts of production on nature. 

Fashion brand Nought One is a notch above streetwear style because of its dynamic aesthetic and sleek tailoring. The brand has grown at a time when streetwear has heavily influenced the mainstream, fuelling appetite for the casual style which Abhishek Paatni specialises in.

Luxury label NoughtOne's designs are inspired by the military and are an edgy, sleek mix of the conventional and the contemporary while being high on comfort and utility. The design aesthetic is are urban chic with sleek tailoring and luxurious fabrics. 

Nought One is renowned for some of its intriguing designs like the Bandhgala bomber that are red-carpet worthy, athleisure wear in neon colours and streetwear- inspired day to day staples like active- wear tops, bomber jackets and utility joggers.