In the latest episode of VideoBrief, Gautam Saraogi, CEO of Go Colors, and Indian YouTuber and Actor Prajakta Koli speak about the brand’s evolution from a leggings-first label to a dedicated destination for women’s bottom wear, the comfort-first design philosophy shaping its expanding portfolio, and the vision behind the Go Colors × MostlySane collaboration.
Sarogi opens the conversation by tracing Go Colors’ origins to a shift quietly unfolding in Indian women’s wardrobes. The brand, he explains, was built by observing evolving lifestyles and dressing choices.
He says, “We were exploring something that was going latent. We studied the market, and at that point in time, there was a transition happening in women’s attire. The market was moving from predominantly sarees to a more separate category where women were becoming comfortable with western and fusion wear.”
That insight led Go Colors to anchor itself in leggings–a category that bridged comfort and functionality. “That’s when we thought, okay, let’s start with leggings,” Saraogi says. As consumer preferences evolved, so did the brand. “Over a period of time, as the bottom-wear category evolved and moved from leggings to pants, trousers, and palazzos, our collection also evolved alongside it.”
The transformation is now reflected in the business mix. “Today, more than half of our sales actually come from non-legging products, which at one point in time contributed nearly 90 percent of our sales but has now come below 50 percent,” Saraogi notes.
As part of its latest marketing collaboration, Go Colors has launched the MostlySane Collection, marking a significant step in the brand’s fashion journey. The collection introduces five new bottom-wear styles—including denim skirts, denim cargos, cargo pants, parachute pants, and cargo sweatpants—designed for India’s young, trend-conscious women. With relaxed fits, practical details, and effortless styling, the line combines everyday wearability with contemporary trends.
Prajakta Koli, popularly known as MostlySane, brings her signature authenticity, humor, and real-world fashion sensibility to the collaboration, making the collection a relatable and versatile choice for young Indian women seeking style without compromising comfort.
Speaking about the collaboration, Prajakta explains it was not the outcome of a conventional brand pitch, but something far more organic. “I’ve been a customer for years now. I remember doing one of my first calls with the Go Colors team and telling them how much I fan-girled over their products,” she says.
Her relationship with the brand dates back to her college years. “I was talking about my first few months of college. I remember going to Go Colors for days. At that time, like you said, there were black, white, beige shades, and then there were churidar pants and salwars. As life changed and fashion changed for me, the whole world opened up,” Koli adds.
That parallel evolution made the partnership feel instinctive rather than transactional. “In some way or the other, I was always running parallel with the brand because I had been using it for years,” says Prajakta. “So when this collaboration happened, it was a very easy conversation and a very organic fit. It’s a brand I’ve genuinely used for years, even before they asked me to say nice things about it.”
At the heart of Go Colors’ product strategy, Saraogi emphasizes an uncompromising focus on comfort, particularly in bottom wear. “See, I think when it comes to top wear and bottom wear, typically a woman seeks more comfort in bottom wear versus top wear because she moves around and sits a lot. So the bottom-wear category itself is driven by comfort.”
That philosophy informs everything from materials to durability. “Whatever products we try to launch, we approach them from a fabric technology perspective where a woman can wear the same bottom repeatedly. It should not wear out easily, and it should continue to give that comfort. Our entire product innovation is centered around comfort and colors,” he explains.
In an increasingly crowded apparel market, Saraogi believes differentiation extends beyond comfort. “See, I think comfort is a given. The consumer expects comfort. What really sets us apart is the range,” he says, pointing to the limitations of conventional retail assortments. “Today, if a consumer walks into a typical top-wear store, the range of bottom wear available is very linear.”
“The way we position a Go Colors store is as a one-stop destination for all women’s bottom wear. A customer can walk in with any type of top and get a relevant mix-and-match bottom at a competitive price. It could be leggings, jeggings, jeans, or trousers—it really depends on her needs,” Saraogi adds.
While bottom wear remains the brand’s core strength, Go Colors has begun cautiously exploring adjacent categories. “We’ve been leaders in bottom wear, and it’s a huge category for us. In the short and mid-term, we are focused on strengthening that category further,” Saraogi says. “That said, we received feedback from consumers asking, ‘Why not tops? Why not basics?’ Based on that feedback, we decided to experiment and introduce a new line of basic clothing and tops. Bottom wear is usually basic in nature, so we extended that same mindset into tops.”
He is clear about where the brand’s priorities lie. “This is still an experiment. Our primary short-term and mid-term focus remains on strengthening our core bottom-wear business, which continues to be our main bread and butter.”
Asked to distil her collection into three words, Prajakta responds without hesitation: “It’s comfy—that’s the most important. I would also say it’s easy because, like he said, it’s very easy to style.” She also touches on a familiar styling dilemma. “As much as I love going out of my way and thinking, ‘Oh, I want that really cool pair of pants,’ sometimes when I wear those pants, I don’t have anything to wear with them. I don’t want anyone to get stuck in that loop of not knowing what top will go with which bottom.”
That thinking shaped the collection’s design ethos. “So it’s easy, it goes with most classy pieces, and third, it will always be very special because it’s my first.”
When it comes to styling the pieces herself, Prajakta says she’s already living in them. “I’ve already done it. We actually shot a bunch of really fun looks. I’m wearing one right now—these wide-legged pants. This is my staple. I’ll always be in wide-legged jeans and black jeans. I usually stick to classics.”
Practicality, Prajakta adds, plays a key role in her choices. “I go for blacks a lot because it’s very humid in Mumbai, and honestly, it’s very functional. With cargos, I’d do a tank. With joggers, I’d do a bralette or sports bra with a jacket so I can wear it to work out or while working from home. With parachute pants, I’d pair a sweatshirt or a classic cropped tee.”
Ultimately, she wraps up by saying that the versatility of the collection stands out most for her. “You can pick these pieces up and play them down by keeping the look simple and basic, or dress them up if you want to. It’s very customizable, easy to style, and versatile, which is what I really like about it.”
