No Nonsense (officially trademarked as No nonsense)
was introduced by the Kayser-Roth Corporation (then
Gulf+Western) in 1973, as an inexpensive brand
of legwear, including
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.
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
Women's Wear Daily
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.