: Shocked By Fashions Role in Climate Change, Designer Turns Factory Rags Into Riches #IndiaNEWS #Delhi To stitch an outfit, I’d imagine a tailor takes a piece of cloth and makes abundant markings

Shocked By Fashions Role in Climate Change, Designer Turns Factory Rags Into Riches #IndiaNEWS #Delhi
To stitch an outfit, I’d imagine a tailor takes a piece of cloth and makes abundant markings and cuts. Once the finished item is ready, the surplus material ends up in a landfill.
But 33-year-old designer Kriti Tula’s Delhi-based design house called Doodlage turns these ‘waste cloths’ into beautiful garments. Kriti made a business of using factory-discarded cloth to make clothes, stationery and even table cloths to sell as a sustainable alternative to high-end fashion.
“Almost 73 per cent of garment waste finds itself in landfills only because there are not many avenues to reuse that fabric,�? says Kriti.
Kriti Tula
Doodlage came into being in April 2012 with an intent to upcycle and recycle waste material to form fresh pieces of wearable fabric. The Better India speaks to Kriti to better understand what the brand does.
Born and raised in Delhi, Kriti completed her under graduation in fashion designing from Pearl Academy in Delhi, post which she attended the London School of Fashion on a scholarship for her Master’s degree. “During the four years I spent studying in London I was also working and that gave me good exposure. One of the first jobs I had taken up in India was at an export house and that allowed me to understand the production side of things. That was also where I realised what I did not want to do vis-à-vis production and fashion,�? she says.
‘Talking about sustainability when it wasn’t the fashionable thing to do. ’
Making fashion sustainable.
In 2012 when Doodlage came into being there was no conversation happening around sustainability and responsible fashion. In a sense, we were among the first few brands to open up the discussion,�? she says. Doodlage is a fashion house that is rooted in consciously making fashion pieces out of waste textile. “This was nothing but upcycling, a practice that we all grew up with in India. I remember a time when fashion was not so disposable and we did not just throw away clothes as easily as we do today. I remember wearing so many hand-me-down clothes of my siblings, and even after they were used multiple times over, my mother would find some use for the cloth. It was never just thrown out,�? says Kriti.
While Kriti is a designer she says with honesty, “Fashion in itself is not a necessity. And for something that is not a necessity to be consuming this amount of resources just didn’t add up for me. That left me with just two options – either to work with someone who thought like I did or start something that espoused the values of sustainability. �?
With this in mind she founded Doodlage along with Paras Arora and Vaibhav.

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