DOODLAGE

SUBMITTED BY :

ASHWINI GAIKWAD
DEEPANSHI SEJWAL
HARSHADA PATIL
NUPUR GORAIN
PRIYANKA PARIHARY
SONAL CHAUHAN
 The Concept
Of
“Waste is a Design Flaw”.
DOODLAGE
About The Brand
Doodlage is a New Delhi-based fashion label that
curates women's, men's, and accessory collections
from post-production and post-consumer textile
waste.
The label 'Doodlage' is a blend of sustainable and
exclusive high street fashion.
They aim to merge innovative designs with sustainable
clothing to make fashion not just chic, but also eco-
friendly.
They work at redesigning, re-constructing and re-
cycling good quality industrial waste.
They make sure every product has its own identity--in
terms of cut, fabric, color redefining the entire concept
of individuality--just like you! This also ensures that no
2 garments are the same..
 “ Doodlage”

Doodlage is a term used to describe the art of

doodling.
Doodlage adheres to a similar philosophy, treating
each piece with exceptional care.
It is their product's USP; each piece is as unique as
their customers.
Each Doodlage piece includes additional doodles
created by the artisan during the creation process to
address a problem specific to his or her piece.
About the founder
Our very own Indian artist was born in the year 1988 and
studied at the London School of Fashion.
Her decision to pursue fashion was based on a lack of
awareness and interest in the field of design.
she launched her sustainable fashion label Doodlage in 2013.
In 2015, She was recognised by the Lakme Fashion Week Gen
Next Platform and won the HUL and Grazia Young Fashion
Award for 'Green Wardrobe Initiative' shortly after.
In Sept 2018, Kriti appeared as one of the guests on a show
organized by CNBC TV 18 titled “Changing India” and recently
also appeared in a podcast aired in July 2020 by the “Turban
Thinker”. Her work at Doodlage has been recognized by various
global and national publications.
“Buy less. Choose well. Make it
last”

DOODLAGE
Mission
Statement
 To create garments that are season-less, well finished and
have a long life from post consumer waste post cutting scraps
Mission to reduce the pressure on earth. To follow a circular and
ethical label. To make the consumer look good and feel good.

Showing behind the screen of the production through social media

and to the consumers, in doing sobecoming transparent and
recognizing the work of their employees. Products are made to
Vision order to reduceover production. Offering to mend or again recycle
the garments they sell, making their businessmodel more circular
and sustainable

By being transparent they are also making the consumer fully

aware of their process, promoting ethical buying and sustainable
Values living as well supporting customers who practice them already.
Creating an overall positive feeling among the consumers about
themselves and a positive impact on the earth
JOURNEY
Doodlage is a fashion label that was founded in April 2012 with the basic concept of upcycling and recycling waste
material to create new wearable fabric.
Kriti Tula had her first epiphany about designing clothes made entirely from secondhand clothing and industrial
textile waste while standing in the godown full of surplus and rejected fabric, deemed unfit due to minor misprints,
tonal differences, and cutting issues.
Although Kriti had worked on sustainable fashion projects in college, it was during an internship at an export house
that she became more aware of the extent of waste in the fashion industry. Shipments were discarded every day
due to delays, and orders were cancelled after cutting.
Kriti and two like-minded colleagues wanted to find creative ways to make use of all the fabric that was going to
waste, and thus "Doodlage," India's first upcycled fashion label, was born.
Doodlege recently conducted a fundraiser in which 100% of their profits will be donated to COVID relief funds -to
Hemkunt Foundation and Feed India foundation by Zomato.
SUSTAINABLE
BUSINESS
PRACTICES
RESEARCH

Research is an integral part of doodlage. They conduct intensive research related to fabric sourcing, raw
materials, colours, style, design process, trends. They are also constantly working towards finding new
alternative fabrics that are more eco-friendly.

RAW MATERIALS SOURCING

THREADS:
They get their threads from spools and spools of surplus or export rejections. They're sold in kilogrammes, and
you can't always pick the colours you desire. This is evident in their work, as their threads are frequently out of
colour coordination, and if they can't find anything similar, they simply contrast the colour totally.

FABRICS
In a single day, a typical mid-sized unit that doodalage works with wastes close to 45,000m of cloth.
They also get a few requests for fabric pick ups from smaller brands every once in a while. They do try to
incorporate these fabrics in ongoing collections. The brand mainly focuses on collecting and using natural
fabrics which are 100% in waste.they reach out to their brand to see if they can work together to accomplish
this need.
Design process
Each garment is meticulously
tailored to ensure long-term
usage. It adheres to the
principle of "zero-waste
design." The company
transforms industrial waste
into fashionable, well-made
one-of-a-kind goods. Because
the design is based on the raw
materials available at the time
of production, each piece
made by the company is
unique.
Transperancy in process
Through instagram they share their process connecting and updating customers
CMT
They concentrate on zero-waste pattern cutting, shredding unsorted
garbage to produce new textured textiles for their home and
accessories lines. To top that, the Doodlage team also uses repair kits
as brand identifiers to promote the idea of mending and altering
clothing.
Doodlage focuses on generating limited edition collections that are
created based on raw material availability. It has everything from
vintage shirts to trendy jumpsuits in its assortment. Every month, it
makes 200-300 pieces by upcycling and reusing 600-900 metres of
cloth. Furthermore, upcycling is a time-consuming and labor-intensive
procedure that requires a great deal of effort to correct fabric defects.
As a result, items are more expensive.
Consumers

Doodlage aspires to bring about conscious change among consumers

whose purchasing decisions are mostly influenced by price. The brand
encourages customers to look after their clothes, mend them, and dispose
of them responsibly. It raised awareness about how proper post-purchase
maintenance, such as washing, drying, and ironing, may make a significant
difference in keeping clothes in good condition for longer. Each new
customer receives a postcard with additional information on the impact of
fashion. Each customer receives a repair kit to help them extend the life of
their product.
The brand thrives on the motto of "Care with love, repair with a purpose."
Future sustainable Aspirations

Doodlage aims to change the habits of consumers who believe in living a

"single-use" lifestyle. It aims to launch repair cafes in the next five years,
with the goal of instilling a thrift culture among millennials. It also intends
to tag its garments so that customers can see how particular products were
made across the value chain. In the future, the company wants to offer
"green dry-cleaning" services that don't utilise dangerous chemical
solvents. It will continue to reach out to additional firms and collaborate
with them to increase demand for environmentally friendly colours.
Doodlage also intends to appeal to the mainstream market by making the
brand more affordable.
SURVEY
Survey Data Analysis

20 - 24 is the most prominent age group.

Students hold a majority with 43.8%
33.3% people shop every 3 months, 33.3% people shop seasonally, while 22.9% people
purchase every month, indicating that a relatively larger number of people choose to shop less
frequently.
81.3% people are aware of the concept of upcycling/recycling.
56.3% of people find sustainable initiatives of a brand as an influencing factor while making a
purchase.
However the majority of the people are not willing to pay extra just for the sustainable factor.
Doodage as a brand is still pretty unknown to a large no. of people.
Out of the total only 14.6% have purchased from doodlage and they express their experience as
mostly good.
Post explaining doodlage’s mission statement and sustainable initiative, about 42.9% of the
people confirm that they would indeed shop from Doodlage.
53.1% of the people recommend Doodlage for their sustainable initiatives.
CONCLUSION
Doodlage is one of the most unique brands in terms of their clothing design and manufacturing process. Their whole ideology
revolves around how to reduce fabric waste in the industry. Our primary research and survey has lead us to realise that even
though not many people are aware of upcycling and recycling of clothes, post awareness they do seem to incline towards a brand
that provides sustainable clothing i.e. Doodlage. Amidst those who have heard of doodlage and shopped from them, they seem to
go back for future purchases and have highly appreciated their products. A large number of people were also inspired by doodlage’s
sustainable initiatives that they said they would recommend the brand further to their knowns solely based on the brand’s
sustainable approach.

We further learn how the Doodlage team focuses immensely on their research and design process so that they can devise a way to
minimise wastage. Moreover, they reuse the scraps and develop them into bags and accessories thereby not letting even an ounce
of fabric go to waste.

To conclude, this case study helped us realise the need of the hour i.e. circular fashion where we reuse the fabric generated in the
industry instead of continuously generating and disposing of new fabric.
Thank You