Doodlage: Building fashion from waste
Exploring how upcycling, circular design, and ethical practices shape sustainable fashion in India.
Mouneka karnal
8/17/20252 min read
Introduction
Doodlage is an Indian sustainable fashion label founded by Kriti Tula. The brand is best known for transforming fabric waste into contemporary, wearable pieces that celebrate both design and responsibility. Positioned at the intersection of Indian craftsmanship and global aesthetics, Doodlage has pioneered zero-waste design in India while also advocating for ethical labor practices.
Research Question
How does Doodlage embed sustainability across its value chain, and what lessons can other emerging Indian fashion businesses draw from its approach?
Data Sources
This case study is built from secondary research including interviews with founder Kriti Tula, articles in Business of Fashion, Vogue India, Elle India, and The Hindu, as well as insights from Doodlage’s website, brand blog, and social media platforms.
Analysis
Triple Bottom Line (TBL) perspective
People: Doodlage collaborates with ethical production units, NGOs, and local artisans, ensuring fair wages, safe working environments, and the revival of traditional crafts.
Planet: The label upcycles post-production textile waste, reuses defective materials, experiments with natural dyes, and ensures that packaging is plastic-free and recyclable.
Profit: Operating in niche markets, Doodlage relies on limited-edition collections, online direct-to-consumer sales, and collaborations that align with the slow fashion movement.
Circular economy strategies
Upcycled production: Garments are created using surplus and deadstock fabric.
Waste segregation: Leftover scraps are turned into accessories, home décor, and even paper products.
Longevity in design: Pieces are made to last, with a focus on recyclability.
Community collaborations: Partnerships with NGOs support training workshops and skill-building projects.
Transparency and governance
While Doodlage does not publish detailed ESG reports, the brand communicates transparently through storytelling. Founder-led interviews, behind-the-scenes content, and price breakdowns help consumers understand the value of slow fashion.
Discussion and Conclusion
Doodlage offers a local, scalable example of sustainability in the Indian fashion industry. Its commitment to upcycling and craft-based production aligns strongly with the circular economy and triple bottom line frameworks. The brand also demonstrates how transparency and authentic storytelling can build consumer trust.
Challenges remain, including limited scalability, lack of large-scale funding, and competition with fast fashion pricing. Yet, Doodlage highlights three important lessons for upcoming Indian fashion entrepreneurs:
Sustainability can start small by reusing what already exists.
Local communities, crafts, and narratives are unique differentiators.
Growth can be steady and values-driven, rather than fast and extractive.
Doodlage proves that sustainable fashion is not only possible in India, but also a path to building a regenerative fashion ecosystem that values creativity, community, and the planet.