The Indian Brand We Can Learn About Circularity From - Meet Doodlage

Image:,  Concept:  @thateclecticone  , Shot by:  @lenography_094


Concept: @thateclecticone , Shot by: @lenography_094

During my recent trip to India, I got lucky to grab coffee with a woman, I consider to be one of the pioneers of sustainable fashion. To briefly introduce this innovator, Kriti Tula, takes discarded textile from large manufacturers, which would otherwise be considered waste, and turns it into beautiful and high-on-style garments and accessories. Her brand, Doodlage has since, its inception in 2012, grown steadily and today stands synonymous to circular fashion.

It goes without saying, that any material, which is used other than the leftover fabrics, is also eco-friendly, such as organic cotton, corn fabric, banana fabric and more in counting as technology advances. Their process of creation is much like their name- Doodlage, inspired by doodling. When you pick up different trims and fabrics and put them together, bit by bit, it is no different than doodling and no two designs can look exactly the same.

We consider that true luxury. Owning something that nobody else does and something that did not hurt the planet, while making its way into our wardrobes.

Image:, Styled by  @aanchalrai.1  Earrings by  @kirathelabel

Image:, Styled by @aanchalrai.1 Earrings by @kirathelabel

Like every niche business, Doodlage has its growth challenges and the humble founder owned the struggle of keeping it sustainable, while also keeping the prices affordable for more people. Her next focus therefore lies in matching that, by producing less complex designs and simpler clothes, making for an appealing category for younger people, read college goers.

According to Kriti, distribution is also a tough challenge as there is a great lack of stores that stock niche brands. This increases the pressure on the brand to not just produce but also create viable sales channels.

Another interesting addition to her circular approach has been enabling clothes swapping directly with the customers. Through offline swap events, she has attracted customers to bring back their old clothes in exchange of something else onsite.

An important pillar of circularity is to maximise the use and lifecycle of a product, and Doodlage pays attention to that through their ‘re-love-ution’, which thrives on the motto of ‘Care with love, Repair with a purpose’.  On their website, there are clear guidelines on how take care of an item of clothing to reduce the environmental impact.

Image source:

Image source:

Talking about impact, the brand is extremely transparent in having an open dialogue about the real cost of fashion. Go their website and get educated on different aspects of the fashion industry and their hazardous impacts on the environment. We at OKOLOLA don’t expect consumers to study every ill-effect of fashion and make better choices based on that knowledge. But if style is the better reasoning then brands like Doodlage are clearly at the right curve of aesthetic and value appeal.

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