Kriti Tula

Kriti Tula: Redefining Sustainable Fashion with Doodlage

Kriti Tula, the visionary founder of Doodlage, has changed the story of sustainable fashion in India. With an educational background from the London College of Fashion, Kriti set out on a mission to address the environmental toll of the fashion industry and its enormous waste. This enormous waste actually means the fashion industry that generates 92 million tonnes of textile waste annually, as reported by Business Waste. The apparel sector accounts for 8-10% of global greenhouse gas emissions, with $500 billion in value lost each year due to the lack of recycling, according to the United Nations Sustainable Development Goals report.

A Mission Guided by Purpose

As Robert Swan, an environmental advocate and polar explorer, famously said, “The greatest threat to our planet is the belief that someone else will save it.” Just like that quote goes, she founded Doodlage in 2012, a New Delhi-based sustainable fashion house committed to making upcycling mainstream and integrating ethical practices into every stitch and corner. The label is based on the philosophy of “Buy less, choose well, make it last.” Doodlage upcycles discarded factory waste and post-consumer waste, working with artisans to create one-of-a-kind and kind-to-the-planet apparel.

Recognitions and Milestones

Kriti Tula’s dedication to sustainability and upcycling has earned her numerous accolades and recognitions:

Elle Graduates 2016 - Kriti Tula was first acknowledged for her commitment and innovative approach to fashion when Elle Graduates recognized her in 2016 for founding Doodlage, a sustainable fashion brand.

United Nations Recognition - In 2021, the United Nations India honoured for her work on climate action. She was selected as a youth climate leader for the UN's "We The Change" campaign, recognizing her role in driving environmental sustainability.

BBC Global Leader Interviews - Kriti Tula's work has also drawn attention from international media. In an interview with BBC, she took part in discussions about the huge amount of waste created by the fashion industry and the lack of widespread sustainable practices, like upcycling, becoming common in the industry.

Recent Accolades

The Impact Award, Digital Women Awards - In 2024, Kriti received the Impact Award at the Digital Women Awards. Hosted by She The People, this award acknowledged her efforts in pushing for a more sustainable and circular future in the fashion world.

The Runway Appearance

Doodlage’s zero-waste approach to sustainable fashion has graced prestigious platforms. In 2023, their collection, crafted entirely from discarded materials, was presented at the Circular Design Challenge during Lakmé Fashion Week in partnership with FDCI and the United Nations India. The collection featured the power of upcycled fashion, marking their presence for mindful consumption.

The Philosophy Behind Doodlage

Doodlage was born as an ethical and upcycled alternative among the overwhelming tide of fast fashion. Guided by principles of slow living and conscious consumption, the brand’s founding belief, as quoted by them, is that clothing should be not just beautiful but also meaningful.

Through Doodlage's creations and collaborations, Kriti aims to encourage consumers to make the switch to ethical alternatives on a larger scale. She is working towards a zero-waste plan, reusing existing materials to keep them in circulation. She highlights the growing issue of landfills, from local to global levels, raising awareness and ensuring that the message is heard clearly and loudly for both people and the planet.

Are Doodlage’s creations fashionable and stylish? Yes. Impactful? An even bigger yes.  What backs that statement? It's this - their collections, such as Made From Factory Waste, Made From Consumer Waste, Made To Be Zero Waste, and Keep It Alternative, show that the label is here to lead a larger mission of sustainability and circularity. Through her leadership, Kriti Tula continues to prove that fashion can be a representation for good, adaptable to sustainability, supporting local artisans, and working for a more circular future for the planet.

Watch the people of Doodlage here. Get to know them more and explore their sustainable activities up close: Instagram.