Kriti Tula, the visionary founder of Doodlage, has been recognized with the prestigious SheThePeople Digital Women Award 2024 in the Impact category. Her unwavering commitment to combating fast fashion’s detrimental effects has propelled Doodlage to the forefront of sustainable fashion in India.
A Circular Fashion Pioneer
Doodlage’s unique approach to fashion involves small-batch production and the innovative utilization of fabric waste generated by garment factories. By embracing zero-waste principles, Kriti and her team transform leftover fabric into new products through techniques like embroidery, patchwork, and re-weaving. Additionally, they repurpose fabric remnants into eco-friendly paper for packaging and notebooks, minimizing waste to the absolute minimum.
Beyond Sustainable Materials
Doodlage’s commitment to sustainability extends beyond the materials used. The brand actively implements take-back programs, encouraging customers to return worn items for responsible disposal or recycling. Alteration services are also offered to expand the life of products, ensuring they remain special pieces in customers’ wardrobes. To further reduce its environmental impact, Doodlage utilizes plastic-free packaging and prioritizes ethical production in fair-wage factories that foster safe and encouraging work environments.
A Digital-First Approach
Kriti has effectively leveraged digital platforms and tools to build Doodlage into a thriving business. 3D technology aids in pre-sampling products, while AI provides valuable insights into customer behaviour and emerging trends. By embracing digital design tools, the brand saves time and resources, streamlining the design process.
A Vision for a Sustainable Future
Kriti envisions a future where Doodlage’s impact extends beyond India’s borders. With the right support, the brand aims to scale its operations and save millions of meters of fabric waste from landfills annually. By repurposing existing materials, Doodlage contributes to mitigating carbon emissions and preserving traditional craftsmanship.
Doodlage’s business model revolves around a direct-to-consumer (D2C) approach, offering sustainable clothing made from upcycled and recycled materials. To further amplify its impact, the brand collaborates with other organizations on B2B projects, promoting greener choices in uniforms, merchandise, and gifting solutions.
Despite facing challenges such as limited consumer awareness and a fragmented supply chain, Kriti and her team have persevered, fostering a resilient and sustainable fashion ecosystem. Doodlage’s success story serves as an inspiration for the industry, demonstrating that fashion can be both stylish and environmentally responsible.
