In fashion there exists a queer paradox: while we’re always lusting after a certain it bag or voraciously following trends, we cringe at the thought of turning into sartorial clones. There’s an unquenched thirst for consumerism and the shelf life of a garment is swiftly depreciating. Doodlage is a brand that chooses to cure the chaos of this current storm. Taking sustainability at its forefront, the New-Delhi based brand creates garments that are up-cycled and unique. London College of Fashion graduate Kriti Tula embraced this initiative after observing the colossal wastage of fabric in export factories during an internship. The brand strays away from dowdy silhouettes and uses ombre denim and old saris to create edgy bomber jackets and street-wear silhouettes.
The Spring/Summer 2016 collection is inspired by the wander-lust and consists of diaphanous tunics with whimsical patchwork that is an amalgamation of traditional men’s shirting. Color-blocked dresses and slouchy trousers with seersucker-ish trims revive the unfettered comfort of loungewear. A miscellany of block prints are injected into risqué bustiers, proving sustainability doesn’t equate into frumpy clothing. Catchy captions, bold stripes and punchy shades of scarlet and indigo summarize the collection. The brand cultivates a responsible sense of buying that will make you think twice before you ditch that oversized-shirt.