As a designer, Kriti Tula, was always drawn to finding solutions for the textile industry, and she founded Doodlage with exactly that intention in mind. Doodlage is a brand that upcycles factory waste to create limited-edition collections, recycles post-consumer waste and fabric scraps to make new fabrics for seasonless, well-finished garments. Doodlage’s team aimed to start a conversation around ways to bring circularity in fashion and raise awareness around the impact of a linear fashion model.
“We began collecting fabric waste from factories in and around Delhi, that were rejected for minor flaws and post-cut waste, which are panels large enough to be stitched back together to cut more pieces. This enabled us to create short, well-executed limited edition collections while saving tonnes of fabric from landfills and down-cycling,” Kriti tells us.
Steadily doodling sustainability
As a bootstrapped firm, the brand tackled some problems at a time with very limited resources, carefully curating its small supply chain.
