Doodlage – Fashion rehab by India’s first upcycled clothing label

India’s first upcycled fashion label is all about designing chic, high street fashion by reconstructing second hand clothing and industrial textile waste.



This section on Ethical Fashion is made possible with the support of Bhu:Sattva


Standing in a godown full of surplus and rejected fabric, deemed unfit because of minor misprints, tonal differences and issues in cutting, Kriti Tula had her first epiphany about designing clothes made completely by reconstructing second hand clothing and industrial textile waste.

Doodlage

Doodlage

While Kriti had worked on sustainable fashion projects in college, it was during an internship in an export house that she became increasingly conscious of the extent of waste in the fashion business. Where, every single day, shipments are discarded because of delays, and orders cancelled post cutting. Sometimes, cloth is rejected if it has ‘slubs’ or thicker knots on the surface, at other times international buyers refuse to buy entire consignments of, say, block printed fabrics, because of consistency issues in the hand-done process.

Kriti, and two other like-minded colleagues wanted to find creative ways to make use of all such fabric going to waste and that was how what is probably India’s first upcycled fashion label ‘Doodlage’ came about. A hip, eco-fashion brand Doodlage does not mass produce clothing and just like two doodles that never quite look the same, each of their upcycled garments is a unique, individual piece that stands out with its design, cut and colour.

Patchworking

Patchworking

Every collection Doodlage showcases is driven by the ethics of upcycling and recycling. Kriti, the creative director of the company and her partners are passionate about reinvention. Whether it means creating fabric from spools of thread that are damaged and cannot be used in machines, re-knitting mufflers and sweaters out of strips of fabric, printing over sanganeri block printed fabric, or creating textured garments that make liberal use of patchworking, Doodlage reflects the sensibilities of its creators.

Edgy, casual, versatile, flowing fashion you can slouch in, Doodlage has a feel that is very now. And that is no accident. The creators of Doodlage are intent on creating garments that can compete with the best mainstream brands. Kriti is focused on making good, wearable fashion that also happens to be sustainable, because, in her experience, customers rarely buy products only to support a cause.

Monogrammed Upcycled Denim Jackets

Monogrammed Upcycled Denim Jackets

Not surprisingly, even the world of ‘fast fashion’ is sitting up and taking notice. Their last collection ‘Purge’ was showcased at the Lakme India Fashion Week. Brand Doodlage has many fans within the industry, like Bandana Tewari, Namrata Zakaria and Chandani Sareen, who have all been seen endorsing their monogrammed upcycled denim jackets. And, while Doodlage is currently available at Anonym, Avoire, Creo and 13 other stores, they plan on launching new stores, and begin retailing menswear and eco-friendly products for the home.

TheAlternative_Doodlage Collection

All images courtesy Doodlage.

The Sustainable Fashion Hub is a series that examines shifts in the the global fashion industry to more sustainable and ethical practices and processes, with a special focus on India. It explores what goes into creating a just and sustainable fashion value chain – from the creation of garments and lifestyle accessories to making them available to consumers. All content on the hub is produced with 100% editorial independence by The Alternative. 

The Hub is supported by logo, India’s first certified organic designer apparel brand. With products that are directly sourced from organic cotton farmers at fair trade terms. Bhu:Sattva® uses natural colours, vegetable and herb dyes and goes further to work on reviving various forms of traditional weaving and handloom. Information on its products and processes can be found at http://www.bhusattva.com


  ABOUT THE AUTHOR
Preeti is a freelance communications consultant, working with video, documentary film, radio and writing. more

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  ABOUT THE AUTHOR
Preeti is a freelance communications consultant, working with video, documentary film, radio and writing. more

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