Doodlage: Reinventing Fashion Via Sustainable Design

Part of the Sustainable Textiles: Production, Processing, Manufacturing & Chemistry book series (STPPMC)


Doodlage, a fashion and lifestyle brand, was originated in 2012 with a simple notion to create exclusive eco-friendly items, with high-style quotient. Kriti Tula, founder of Doodlage, perceived this idea when she noticed massive stack of textile waste while doing her internship at an export house. The brand was born from her love for planet. She thought of reinventing the rejected fabrics and put them to better use. As she was aware of the fact that fashion industry is a major contributor to textile waste that ends up in landfill, she decided to start upcycling this waste to create sustainable fashion. The concept of upcycling provides Doodlage an opportunity to reprocess waste, recover intrinsic value through recycling, and optimize the end-of-life processes toward zero-waste systems. Doodlage tries its best to minimize its production waste, and whatever is left is reused in making bags and home furnishings. The brand emphasizes on developing sustainable business practices at each stage of the fashion supply chain from procurement of raw materials to the disposal of clothes by the consumers.

This case study focuses on the company – Doodlage – and The Four Actions Sustainable Fashion Value (FASFV) framework that emphasizes on elimination, reduction, creation, and rise of specific value proposition factors for transition toward sustainable fashion economy. The FASFV framework can be applied as an audit instrument to help fashion companies to develop sustainable business practices at each stage of the fashion value chain.


Circular economy Fashion India Sustainable Upcycle Zero waste 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Founder & CEO Luxe AnalyticsDelhiIndia
  2. 2.Associate Professor, IILMDelhiIndia

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