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.
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Denne historien er fra July 2017-utgaven av Business Of Fashion.
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