| Type | Subsidiary |
|---|---|
| Industry | Hosiery |
| Founded | 1973 |
| Headquarters | Greensboro, NC USA |
| Products | Hosiery, tights, panties, socks, sleepwear, apparel |
| Parent | Kayser-Roth |
| Website | Nononsense.com |
No Nonsense is a brand of women's legwear, owned by Kayser-Roth (itself a subsidiary of Golden Lady), sold at many food, drug, mass and club outlets. Today, in addition to hosiery, tights and dress socks, they also offer sleepwear, panties, sporty style socks, novelty socks and foot comfort products, as well as socks for men and children.
No Nonsense (officially trademarked as No nonsense) was introduced by the Kayser-Roth Corporation (then owned by Gulf+Western) in 1973, as an inexpensive brand of legwear, including pantyhose, tights, and control tops. By 1978, the brand introduced the first control top pantyhose, No Nonsense Control Top, with a green-coloured package. By the mid-1980s, No Nonsense products started to be made using a production process called 16-point graduation, a technical breakthrough in pantyhose knitting from Kayser-Roth that allowed for improved fit and comfort.
During the 1990s, No Nonsense introduced Great Shapes, the first "shaping pantyhose" that combines traditional pantyhose with the figure-enhancing effects of body shapers, Sheer Endurance, a sheer, strong hosiery collection. In 1997, No Nonsense introduced the Transparent Control Top. Kayser-Roth's Calvin Klein brand of hosiery introduced a similarly invisible control top pantyhose around the same time. A year later, Kayser-Roth introduced its first age-defying hosiery products for No Nonsense and HUE (a sister brand to No Nonsense) legwear. Both brands began utilizing technology that delivers therapeutic benefits to women's legs. In 1999, No Nonsense introduced Almost Bare pantyhose.
During the 2000s, No Nonsense expanded, and introduced nonstop, a durable, comfortable line of hosiery that meets the challenges of women's busy lives. In 2004, No Nonsense introduced its first line of women's underwear, and was listed as the 17th most recognizable apparel brand in America (between Ralph Lauren and Lee by Women's Wear Daily magazine.
In 2005, the new look of No Nonsense launched, complete with new packaging, a new website, new products, and television commercials, including panties, sleepwear, super soft and athletic socks, seasonal and novelty socks, and foot comfort products.
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