Doodlage offers free sustainable face masks for customers
Sustainable clothing brand Doodlage is offering free face masks to customers who purchase upcycled garments from its e-commerce store, predicting that the coronavirus crisis will drive innovation in fashion.
As ‘non-essential’ e-commerce tentatively restarts in India, Doodlage has launched its latest men’s, women’s, and accessories collection online, the brand announced on Facebook. The brand has also manufactured a new line of face masks made from fabric leftover from making its latest designs and is offering customers who purchase up-cycled garments a free face mask.
“Drop us a remark on your orders to get yourself a matching face mask on all freshly up-cycled and recycled styles, it’s on us,” the brand announced on Facebook. The initiative is an example of how brands are going the extra mile to encourage customers to shop and embrace sustainability during the current economic crisis.
“The fashion industry will have to come up with innovative ideas to adjust to the changing consumer behaviour, to survive and encourage people to invest,” Doodlage co-founder Kriti Tula told IndiaToday. “While the scale of the problem at this point can be overwhelming for any brand and practicing sustainable fashion holistically will take a lot of work, I feel it’s important to start with the right intention and scale.”
Kriti Tula and Paras Arora launched Doodlage in 2012 with the aim of building a sustainable fashion brand and tackling the issue of textile waste in the industry. The brand retails from its dedicated e-commerce store and has a presence in multi-brand stores across India as well as in the UK and Canada.
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