Boss Brown Women

Paving the Path to a Sustainable Future in Fashion with Kriti Tula of Doodlage

February 17, 2020 Lavanya Aneja & Kriti Tula Season 1 Episode 3
Boss Brown Women
Paving the Path to a Sustainable Future in Fashion with Kriti Tula of Doodlage
Show Notes

Introduction to episode

The Boss Brown Women podcast is a show for and about inspiring women, and the heartbreaks, lessons and triumphs they experience on their journeys to success. My name is Lavanya Aneja, and I’m the creator and host of this podcast. 

Even with all its glitz and glam, the fashion industry has an undeniably devastating impact on the environment: It's the second most polluting industry in the world! So how do we, as young entrepreneurs and consumers in this day and age, make more sustainable choices in how we produce and consume fashion? In this episode, I’m in conversation with Kriti Tula, the co-founder of India’s pioneering sustainable fashion brand, Doodlage, answering all those questions and more. So listen on to learn more about making fashion more sustainable, one step at a time.

Podcast Episode Summary

  1. Kriti Tula founded Doodlage in 2010 when there existed no conversation around sustainability in fashion in India, making her a true pioneer in every sense of the word. In her mind, unless she was working towards bettering something in the fashion industry, there was no real need to start just another brand.
  2. Doodlage makes all their clothing from industrial waste, they don't buy any fresh fabrics for any of their products. Any waste that they may generate from the making of their clothing, they then convert into home accessories, stationary, or packaging materials. 
  3. In today’s day and age, though the conversation around sustainable fashion is front and center, Kriti feels it can be one-dimensional; a very superficial agenda comprising merely of where you’re sourcing your fabric from. Sustainability needs to be looked at with a much more holistic lens; following are a few questions every designer/brand should ask themselves if they’re attempting to be a truly sustainable:  
    1. How are you producing your garments?
    2. Who are you producing your garments with?
    3. How are you managing your waste?
    4. How are you packaging your product?
    5. How are you connecting with, and educating your consumers?
  4. That being said, Kriti loves the idea of fast fashion giants taking action to become more sustainable. The impact that companies of their size can have by releasing even 1 or 2 sustainable collections is way more than what any small brand could have. 
  5. Her ultimate goal with Doodlage is to help people make a “frictionless switch to sustainable clothing”. The aim is to create a brand that makes the kind of clothes that people would go and buy in stores regardless, just with this brand, they’d be created sustainably. Hence, style, affordability, and accessibility are key on Doodlage’s agenda.
  6. In addition to the environmental impact of sustainability, Kriti also talks about the essential economic impact it can have. As a designer, she’s worked with the people who are creating the product, as well as people who are purchasing the product— essentially connected with the richest and the poorest segments of society. Being able to help the latter earn a better, fairer living is high on her agenda as well.
  7. Kriti explains how a simple shift in the cost structure present in the industry could give much-needed room to breathe to artisans, fabric and garment manufacturers, allowing them to lead better lives. 

Quotables

“…at the age of 40 or 50, a labourer shouldn’t be living on minimum wage and trying to decide between which of his/her kids s/he should send to school! These are the read questions you tackle everyday, which isn’t fun. This is why I started Doodlage, to be able to do more within fashion—otherwise, I feel there is genuinely no need for another brand!”