Doodlage

Doodlage- one of the freshest fashion-forward Indian fashion brands today- is head and shoulders above its contemporaries in the ready to wear segment due to its upcycling model. 

Luxury label 'Doodlage' is rooted in sustainable practices including recycling and up-cycling, with a quirky design aesthetic of high street fashion. the idea to launch a sustainable fashion brand took shape when co-founder Kriti Tula was interning with export houses. Here, she witnessed large-scale fabric waste which subsequently found its way to landfills. 

Doodlage utilizes the practices of circularity-repairing, reusing, refurbishing and recycling-to transform industrial waste into women's apparel. With time, the company diversified into home furnishings, fashion accessories and men's apparel. The core team aims to merge creative design with sustainable production processes to make fashion and home lines not just chic but also eco-friendly. As such the founding designers work at re-designing, re-constructing and re-cycling quality second hand clothing and industrial waste to handcraft limited edition capsule collections.

“As a kid raised in the Nineties in India, up-cycling was a deeply rooted tradition in most middle and upper-middle class families. Every garment was cherished and every piece lasted more than we hoped. We were simply not so wasteful and everything was less disposable as everyone had much lesser money to spend. It was a good time for earth" explains Kriti Tula, Co-Founder Doodlage on the official website.

“To boost production of textile and agriculture in order to increase employment during industrialization and producing goods at cheapest most desirable rates for the rest of the world, we stopped accounting for the natural resources and careless disposal of hazardous waste. This made fashion cheap and affordable but we are all paying the cost of it today” adds Paras Arora, Co-Founder Doodlage on the official website.

Per the official website: “From trash to treasure is our sole motto." The core team at Doodlage up-cycle factory waste into limited edition capsule collections. Recycle post consumer waste and post cutting scraps  into new fabrics to create season-less well finished garments made for longevity. What they waste is segregated and converted into accessories, soft furnishing products and paper to make their packaging or stationery. All pieces and fabrics are made with ethical production units and the packaging is designed to be plastic free. 

Per Vogue: "The statistics around plastic usage in packaging alone are staggering — Fashion for Good's report indicates that approximately 180 billion polybags are produced every year, most of which find their way into the environment and eventually end up in the oceans, whereas only less than 15 per cent of all polybags in circulation are collected for recycling. These deeply alarming figures prompted Doodlage and Lyfecycle, two disruptive brands that are doing their independent parts to positively impact the environment, to join forces and create pioneering self-destructing packaging that aims to protect oceans from the micro-plastic pandemic."

“We have redefined our packaging by integrating self-destructing technology into our fashion garment bags. The bags are recyclable and if they escape into the open environment, they will transform into an earth-friendly wax and safely return to nature, leaving no microplastics or toxins behind. By ensuring two end-of-life scenarios, we’re encouraging responsible disposal and promoting a circular fashion ecosystem", Kriti Tula, Founder of Doodlage, told Vogue.

Luxury label Doodlage has in-house fashion designers who make each collection as unique as its buyers. The quality and design aesthetic remains uncompromised keeping in mind to remain true to its oath to reinvent products from scraps of waste to reduce pollution and rescue Earth from unfortunate damnation.. using textile offcuts to create its garments. The brand has a dedicated section on its e-commerce store for accessories made solely from textile scraps, recycled paper and up-cycled items. 

Per Fashion Network: "Customers are invited to send in photos and details of sarees they no longer wear and Doodlage will send back five different ideas for how the fabric can be transformed to create a new wearable garment... The aim of the project is to reduce textile waste, one of the largest environmental pollutants, especially in India."

To conclude Doodlage makes apparel and accessories by recycling old garments from consumers and fabric scraps from factories making sure no fashion is compromised and the buyers get exactly what they are looking for at a reasonable price. Per Cause Artist: ‘I like to think of Doodlage as that adventurous backpacker, always looking to explore new paths and share more goodness with the world. 90 per cent of their fabrics are rejected by manufacturing units, while the remaining 10 per cent include recycled cotton polyester- both post- and pre-consumer as well as bamboo and corn fabric. They focus on zero waste pattern cutting, shredding their unsorted waste to create new textured fabrics…’

The brand mission of Doodlage is up-cycled and recycled apparel with edgy, fashion forward design aesthetics. It’s about finding old, waste materials to use and new processes to develop. Championing eco fashion, pushing for zero waste and meticulously crafted, each collection is committed to stylish, functional and ethical fashion, empowering local artisans and supporting sustainable production processes. 

The core team at sustainable fashion brand envisions beautiful edgy designs that create value and are continually re-inventing the ways to re-design, re-construct and recycle! Of the belief that eco-fashion is about a way to live- co-founders Kriti Tula and Paras Arora are also teaching the community how to epicycle their apparel and accessories and make the planet a better place.

Indian sustainable fashion brand Doodlage offers edgy, stylish apparel and accessories with a fresh perspective on eco- chic.This includes separates like Dresses, Tunics, Jumpsuits, Tops, Shirts, Bottoms, Co-Ords and Outerwear. Their unique, upcycled designs combine eco-friendliness with the hottest trends.