India consists a total population of 139.978 crore individuals and cloths being the most basic necessity of a person to recite on this planet is produced in hundreds and thousands of square metres regularly. Over this, Increasing modern and western culture in the country has boosted up the demands and production of these Industries at a huge percentage. Wishing to have a good appearance is a very usual part of human Psychology. For which, wearing good clothes plays an important role. Majorly, teenagers and youth are the ones’ who tend to follow the trends, look attractive, maintain their social status high which is often judged by how Fancy / cool / branded one’s clothes are and not only them but even elders are seemed to be changing and adapting these notions. Celebrities and fashion bloggers are currently one of the most influential people on social media. India is expected to have 34.33% share of youth in total population by 2020. Thus, clearly desire for fashion and numerous clothing apparels of each person is rapidly rising. In such case, Butobviously tones of material is used everyday and production process of anything is incomplete without Waste Discardation. Previously, population was less, needs were lesser and technology amd productions were limited. However, now with too much demand and availability of all the materials production processes have reached a high pace of resultant hazardous and non- biodegradable waste. Large manufacturers can also recycle these wastes up to a very limited extent only and most of the waste acts as a contribution to landfills which are tragically harmful for environment in present and for several upcoming years.
As per the Indian Textile journal – 2011, the study mentions that more than 1 million tonne textiles are disposed every year based on estimates, with most of this coming from household sources. But, as we have heard ” Where there’s a will, there’s a way”.
A DOOR TO SOLUTION.
Back in 2012, Kriti Tula after completing her Masters degree in design management from London College of Fashion, studied and analysed a lot over wastage created by fashion industry on a regular basis. She saw that a study cites that approximately 16.36% of fabric is wasted from the total material intake during the process of cutting, 6.37% of it is wasted in the stitching process and approximately .09% goes out in quality check. According to calculations last done in 2010, in an optimistic scenario, about 40 billion square meters of leftover fabrics and scraps are created every year.
“As a kid raised in the 90’s in India, upcycling was a deeply rooted tradition in most middle and upper-middle class families. Every garment was cherished and every piece lasted more than we hoped. We were simply not so wasteful and everything was less disposable as everyone had much lesser money to spend. It was a good time for earth.” – Kriti Tula, Co-Founder and Creative director Doodlage. So as to live a dream of doing something to sort these problems in a beautiful manner while, trying to return the Environment it’s happiness again, There she ended up finding the concept of producing and selling sustainable and up-cycled garments from the waste collected by other textile Or fashion industries, which gave a birth to her label “DOODLAGE” Settled in New Delhi, India
THE IDEA BEHIND.
The aim of Doodlage is to create a sustainable clothing brand, which is an initiative towards protecting the earth from non biodegradable fabric waste and simultaneously fits as per the choices of today’s generation. Each and every attire here is not just eco-friendly but is also very precisely designed and processed. Outfits are all made from scrap, used and leftover materials yet are absolutely stunning, comfortable, cool and highly fashionable in appearance. In 2016, Doodlage collection was also recognised by LAKME FASHION WEEK and they are present in over 40 stores in the country. Kriti got the idea while interning with mass producing brands and export houses. She said “After graduating from Pearl in 2010, I worked with a number of export houses and noticed a lot of fabric was getting wasted at every level of production – cutting, stitching and piece rejection. I knew that I wanted to work on something that already exists and supports a circular economy.” According to her, recycling or up- cycling the products and making the best use of them even if it’s from scrap is what can be called an essential part of lifestyle.
In addition to that, she says art is easy to replicate but doodles are not.
“Every doodle is one of a kind. Similarly every piece at Doodlage is one of a kind”.
The brand started at a time where nobody even understood the terms like ‘ethical fashion’. They believe, the reason for its sucess is the Good quality of products. The story doesn’t ends here ; Because the biggest motive of the label was to convert the left over fabric wastes of the industry or the other companies into usable apparels, they even came up with an idea to prevent the wastage of cut outs produced within processing of their own garments by shredding them to create new fabrics and use them as materials for making bags and furnishings. Team of Doodlage for sure is a great inspiration for fashion industry today and in future.