Doodleage creates fashionwear from discarded cloth pieces

05 November 2021, Mumbai:

New Delhi-based Kriti Tula's fashion label Doodlage is using discarded pieces of cloth to create fashion wear for men and women as a sustainable alternative to high-end garments.

The brand collects fabric waste from factories discarded for minor defects and pieces them together to create flowing dresses and sarees, selling them for about $100 apiece.

The label, which includes a men's line featuring patchwork shirts with denim strips, emerged out of Tula’s concern for global warming and the fashion industry's impact on the environment. The roughly $2.4 trillion global fashion industry accounts for 8-10 percent of the world's carbon emissions - more than all international flights and maritime shipping combined, the United Nations Environment Program said in 2019.

The industry is also the second-biggest consumer of water, generating about 20% of the world's wastewater, adds Tula. Sourcing the scraps initially proved complex for the brand and the product prices had to be higher than what many buyers may have felt was worth paying for recycled wear.

Gradually though, tge business has found like-minded vendors and partners. Besides clothes, the label also makes soft toys, bags, purses and paper out of leftover fabrics.

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