“Doodling with a scrap of unused or thrown away fabrics in this modern age in the most voguish way.”
The brand that needs no introduction, Doodlage, is India's first fashion label, completely devoted to up-cycling and recycling the waste fabrics into a total designer wearable fresh piece. They carved a whole new direction to up-cycled fabric pieces and selling seasonless garments across the globe.
According to the founder of Doodlage, Kirti Tula, up-cycling clothes is nothing new. It is a deep-rooted concept in India, where we reuse and remake things until it's useless. This culture is forgotten due to proliferating fast fashion industries. She aims to start a conversation around and raise awareness around the impact of a linear fashion model.
Kirti has been featured in Forbes India among selective individuals recognised for working towards United Nations sustainable development goals (SDGs) and has since gained a spot at OMG, Yeh Mera India, a talent platform for Indians and their crazy ideas telecasted on History TV18.
To bring back the traditional way—the brand has not been patented. This would allow many people as well as brands to be a part of the change and bring out a positive impact towards the fashion industry.
The tailor inspires their own doodled story in the garment designs as well as accessories, making it exceptional and unique.
But where does all the fabric waste come from? According to the brand, there are many manufacturing units, large and small, that provide the fabric. There’s a tonne of waste from the fast fashion industry in Delhi itself. Hence there is this huge ocean to clean and remake.
Additionally, there are no chemicals or colours used in the whole process.
The fabrics are checked, embroidered, patched, panelled, and fixed before sending to production. To withstand brands saying, ‘tailoring waste into fashion’. They don’t let anything go to waste. Tiny fabric scraps are turned into paper which is used in making books and tags for the garments. Also, the packaging is done in tote bags for consumers.
The brand’s motto is ‘buy less, choose well and make it last’.
Doodlage wants their product to reach the end consumer more physically, hence they collaborate with more and more brands on a wider range. To ensure that consumers can get a comprehensive reach of sustainable alternatives to switch easily.
Explore their range at Doddlage's website. Follow them on IG @Doodlage for consistent updates and information on their latest capsules.
