A blend of sustainable and exclusive high street fashion, Doodlage merges innovative designs with sustainable techniques of clothing to create chic and eco-friendly fashion. Doodlage re-designs, re-constructs and re-cycles old clothing or industrial waste to create something that is totally new and interesting. Each of their up-cycled garments are unique and stand out with their design, cut and colour. Kriti Tula, Head Designer, Doodlage Retail LLP, talks to the Images BOF team about the innovative techniques being employed by the brand.
IBoF: Tell us a little bit about your philosophy of your up-cycling old items and what values does it seek to propagate?
Kriti Tula (KT): Doodlage works to create unique, environment friendly products, which are high on style. I had my ‘bigidea’ moment, during a student internship at a large export house. I wondered if the mounds of fabric discarded due to miniscule variations in pattern design or colours, could be put to better use. Step by step, through multiple up-cycling based projects and industry experience, both in India and abroad, and a talented team working tirelessly with me, I turned up-cycling into a bold new statement. Everything at Doodlage is made with love; every piece we make is exclusive and unique.
IBoF: Why do you think no waste philosophy is important for the world? What steps do you take to ensure that eco-friendliness is maintained at your end in the process of recreating or reconstructing the product apart from the fact that you were using something which was previously wastage and would have not been ecofriendly?
KT: In today’s age, there is a high rate of consumption of natural and manmade resources by the fashion industry for garment manufacturing purposes due to the constant demand by the ever growing population all over the world. This results in immense wastage of textiles, yarns and other materials that are discarded from factories in the form of trimming, excess fabric and factory rejects during the manufacturing processes. The higher the rate of consumption the higher is the amount of waste.
This story is from the July 2017 edition of Business Of Fashion.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the July 2017 edition of Business Of Fashion.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
LET'S MAKE FASHION PRODUCT GREAT AGAIN
A panel of experts comprising of top leaders debated the evolution and trajectory of the fashion retail industry in the last ten years - the decade of millennials and e-commerce...
COOL COLORS: Redefining Mid-Segment Fashion for Modern Men
Praveen Bafna, MD, Bafna Clothing Pvt Ltd, speaks on Cool Colors’ growth since its inception and expansion plans in a freewheeling chat with IMAGES Business of Fashion
NOT JUST JEANS: KILLER Transforms into Edgy, YouthFocused Brand
Hemant Jain, MD, KKCL, says the brand will open 500 stores in India by the end of next year, along with expanding into the Middle East and Eastern Europe...
WESTSIDE More Than a Transactional Brand; It's a Lifestyle
Since its inception, Westside has grown beyond just fashion and has evolved into a much-loved family lifestyle brand...
MAS HOLDINGS: A Journey of Innovation and Expansion to a $2 Billion Valuation
With a presence spanning across 14 countries and manufacturing operations in 8, MAS Holdings serves as a pivotal partner to renowned brands worldwide, including industry titans like Nike, Victoria’s Secret, and Lululemon.
ENHANCING INSTORE SHOPPING EXPERIENCE: The Role of Technology & Personalisation
Embracing technological innovations not only guarantees enhanced customer satisfaction but also fosters unwavering customer loyalty, thus paving the way for a thriving future for Indian retailers...
H&M Move Offers Functional 'Movewear' To Empower Individuals Of All Skill Levels: Yanira Ramirez Country Sales Manager, H&M India
In conversation with IMAGES Business of Fashion, Ramirez spoke about how H&M's activewear brand, H&M Move, aims to inspire global movement in a more sustainable manner...
DECATHLON Launches New Brand Identity, SustainabilityBased Business Model
Decathlon is adopting an ambitious global strategy, which encompasses an enhanced customer experience, a strong commitment to sustainability and an overall modernisation of the company...
Casualwear & Athleisure Markets in India WITNESS MASSIVE GROWTH SPURT
In the last few years, the market has witnessed a massive growth spurt driven by growing income levels, changing lifestyles, increasing casualisation among professionals, emergence of start-ups and the entry of foreign players
THE INDIAN ATHLEISURE MARKET: Redefining Comfort, Style & Performance
Athleisure, initially perceived as a simple combination of athletic and leisure wear, has evolved beyond its origins to become much more than just that. It's no longer just about comfort; it's a full-fledged fashion revolution...