Delhi based Doodlage takes a fashion call to save the environment against the fast fashion

In the realm of the high-street fashion brands, clothes like any other necessity are consumed in substantial amounts. Lifestyle has seen monumental changes over the past years and so does the increase in the variety of brands.

Image source: Carmen Busquets

Sustainability has taken a back seat for many entrepreneurs entering the dominion of the fashion industry but there is one company in Delhi who keeps a checklist of the product they sell to their consumers. Doodlage believes in the not so ideal conception of recycling and reuse clothing. They place their concentration on the fabrics that have been refused and the once that couldn’t have been thought of being recycled.

Image source: STYFI

“The problem in the fashion industry starts from the fact that it’s based on a linear fashion model. So today about 73% of garment wastages go into landfills because there is a lack of ways of reusing the fabrics and the garments that we are currently working with, so everything today i.e 73% is based on taking make and waste economy which means you create more and more fabrics , fresh fabrics make garments out of these fabrics and then what happens” says Kriti Tula, Founding member and creative director, Doodlage to Scroll.in.

If the issue of fast consumption is kept in the shadow then we all will have to head together towards an era of crisis where at any moment of the day the climate might take a toll on us if we keep the pace of taking, make and waste without thinking of the repercussions of the same. The average lifetime of a piece of clothing is approximately 3 years.

Fashion shouldn’t cost the earth,” says Mary Creagh MP, chair of the House of Commons environmental audit committee to The Guardian. Designer Stella McCartney has condemned her own industry as “incredibly wasteful and harmful to the environment.

One of the issues revolving around environmental threat is the fashion industry and to reduce the toxic attached to the clothing consumed in bulk we must act responsibly as to what we permit inside our wardrobes.

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