Doodlage launches saree repurposing initiative to promote sustainable fashion
Sustainable fashion brand Doodlage has launched a new initiative where customers can send in photos of their old sarees to be transformed into fresh designs as part of its efforts to reduce waste in the Indian fashion industry.
“Let’s create something beautiful and sustainable together,” wrote Doodlage on its Facebook page, announcing its new interactive design project. Customers are invited to send in photos and details of sarees they no longer wear and Doodlage will send back five different ideas for how the fabric can be transformed to create a new, wearable garment. The customer can then choose the silhouette they like best and then create the garment.
The aim of the project is to reduce textile waste, one of the largest environmental pollutants, especially in India. Doodlage has consistently worked with up-cycling garments and using textile offcuts to create its garments and has a dedicated section on its e-commerce store for accessories made solely from textile scraps, recycled paper, and up-cycled items.
Doodlage has also recently worked with the Austrian business Lenzing AG to create garments from its sustainable Lyocell textile Tencel. The collection has a limited number of pieces and will retail until it sells out to prevent waste, Doodlage posted on its Facebook page.
Doodlage was founded by Kriti Tula and Paras Arora in 2012. The brand recently held a series of pop-up shops in New Delhi to showcase its latest collection “In All Her Moods”.
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