About the company

Designer Kriti Tula, a graduate of the London College of Fashion who now resides in Delhi,
developed the sustainable clothing line Doodleage. The firm originated in 2012 with a notion to
recycles, redesigns, and reassembles high-end apparel from worn clothing and industrial textile
waste to address the problem of textile waste generation.
The brand was a product of kriti’s awareness on textile waste generation. She made the choice
to begin upcycling this garbage because she was aware that the fashion business contributes
significantly to the textile waste that is dumped in landfills. Doodlage has the chance to
repurpose waste, regain intrinsic worth through recycling, and improve end-of-life processes in
order to create zero-waste systems thanks to the idea of upcycling.
The team at Doodlage works every day to upcycle industrial waste into short collections and
their own fabric waste is used to make home accessories, and paper which is being converted
for their stationery collection. They are currently working with post-production waste and their
long-term plan to find ways to connect post-consumer waste to the recycling units, this will
create fresh yarns and fabrics for future collections.The company places a strong emphasis on
creating sustainable business methods at every stage of the fashion supply chain, from the
acquisition of raw materials to the consumer's eventual disposal of clothing.
The company doesnt follow a traditional linear design process, rather they create new dsigns
from every piece of clothing that is available to them. They receive this fabric as end-of-line
material, including cutting waste, defective materials, post-stitching debris, etc. To make their
works, they panel, embroider, fix, and create textured fabrics from these materials. As a result to
which each design is unique in its own way.Each collection is an amalgamation of several
stories. They start by grouping fabrics that work well together and create new texture and
product. Due to large amount of waste generation in the industry the com0pany has a wide
variety to chose from.