Doodlage

About Doodlage

Doodlage is one of India’s most celebrated upcycled fashion labels, operating under the simple but powerful tagline: Made From Waste. Founded by designer Kriti Tula and based in Delhi, Doodlage has built its entire identity around the principle that fashion’s waste problem can itself become its greatest resource.

Materials and Circular Design

The brand works with three types of materials: factory post-production waste (surplus fabric and offcuts from manufacturing units), recycled post-consumer waste (including plastic bottles and discarded garments), and certified organic and natural fibres such as Kala Cotton, Bemberg, and agro-waste-derived textiles. By sourcing what the industry discards, Doodlage diverts tonnes of material from landfill and incinerators with every collection. Individual garments have reportedly diverted up to ten plastic bottles from landfill each.

Ethical Production and Manufacturing

All production is handled in partnership with fair-wage factories and artisan-owned businesses across India. The brand’s commitment to ethical manufacturing is matched by its approach to design — all pieces are made to order or produced in small batches, eliminating the overproduction that drives so much of fashion’s environmental harm. Collections are gender-fluid, size-inclusive, and built to last.

Products and Collections

Doodlage’s product range covers dresses, tops, tunics, jackets, bottoms, and co-ord sets — all crafted in the brand’s signature style that blends bold aesthetic choices with responsible material sourcing. The brand regularly introduces limited seasonal collections, each built around a specific category of waste material, which means no two seasons look the same.

Recognition and Impact

Doodlage has received widespread recognition as a pioneer of circular fashion in India. Its work has been covered by major national and international publications, and it has collaborated with global organisations on sustainability initiatives. The brand has also hosted workshops and educational events to promote waste awareness beyond its own production.

Doodlage operates from its studio in Lado Sarai, South Delhi, where consultations and custom orders are available by appointment. Their online store ships across India.

For shoppers looking for sustainable fashion that takes waste seriously, Doodlage represents the gold standard of circular design in India. Listed on the Prakati Green Directory as a verified sustainable business based in Delhi.

Kriti Tula has also been active as an advocate for policy-level changes in how fashion waste is managed in India, participating in national and international forums on circular economy design. The Doodlage studio in Lado Sarai doubles as a space for brand consultations and small batch custom projects. Beyond clothing, the brand’s approach has influenced other Indian designers to explore waste-based material sourcing. For buyers who want each purchase to carry a verifiable environmental story, Doodlage provides transparent material provenance and production details on its website and labels.

For conscious shoppers and businesses looking to source gifts or wardrobe pieces that carry a verified environmental story, Doodlage provides full material traceability and production transparency. The brand labels include fibre composition, origin of waste material, and production location — an increasingly rare level of honesty in the Indian fashion market. Doodlage also accepts made-to-order requests for larger quantities, making it a viable option for corporate gifting and events that require sustainable credentials.