Doodlage isn’t Just Breaking Fashion Rules, it’s Unstitching Gender, One Upcycled Piece at a Time

Co-founded by Kriti Tula and Paras Arora in 2012, Doodlage transforms discarded fabrics, like factory rejects, surplus stock, and used clothing, into bold, gender-fluid designs. The name itself, a play on the word “doodle”, speaks to their process of piecing together scraps, much like sketches in motion, each item a wearable expression of creativity and care. What sets Doodlage apart is not just its commitment to upcycling, but its refusal to conform to fashion’s rigid norms, whether of waste, trend cycles, or gender. Every garment is a limited-edition experiment stitched from what is available, making no two pieces exactly alike. 

From Scrap to Statement: The Story of Doodlage

Doodlage was born in Delhi in 2012 when designer Kriti Tula decided to give fashion a second chance, literally. Frustrated by the industry’s wasteful practices and lack of accountability, she teamed up with Paras Arora to create a label that could turn textile waste into something meaningful. What began as an experimental upcycling project quickly grew into a full-fledged brand that blends sustainability with strong design sensibilities.

At its core, Doodlage takes discarded fabrics from garment factories, think rejected batches, surplus stock, and cutting waste and reworks them into limited-edition clothing. Every piece is handcrafted with a zero-waste mindset, stitched together like a living collage of the industry’s leftovers. But Doodlage is more than just an eco-friendly label. It is a creative rebellion against fast fashion, offering clothes that are not only kind to the planet but also challenge conventional ideas of style and gender.

Unstitching Norms: Why Fashion Needs to Be Sustainable and Gender-Free

The fashion industry is one of the largest global polluters, generating millions of tonnes of textile waste and promoting a culture of overconsumption. At the same time, traditional fashion has long reinforced restrictive gender norms through design, sizing, and marketing. In this context, the call for sustainable and gender-neutral fashion is not just ethical, it is urgent. The need of the hour is clothing that respects both the environment and the people wearing it, regardless of their identity.

Doodlage steps into this gap with quiet defiance. Its collections are built entirely from reclaimed materials, designed to be seasonless and free from gendered labels. Shirts, trousers, jackets, and tunics flow with a kind of raw versatility, allowing wearers to define their sense of style without being boxed into ‘men’s’ or ‘women’s’ categories. In doing so, Doodlage is not just reducing fashion’s carbon footprint; it is reimagining who fashion is really for.

Stitched with Intention: What Doodlage Offers

Doodlage crafts a distinct collection of clothing that is both environmentally conscious and gender inclusive. From flowy tunics and relaxed shirts to tailored trousers, co-ord sets, and printed jackets, every piece is made using upcycled fabric sourced from factory waste and discarded textiles. The brand takes pride in creating garments that are not only comfortable and stylish but also built with a purpose, to extend the life of forgotten materials while breaking the mould of gendered fashion.

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Among their standout pieces are the Earo Printed Set, featuring a full-sleeve oversized shirt and pleated pants adorned with traditional batik from Gujarat, and the Waris Unisex Pants, designed for ease with their soft pleats and elasticated back. The Martin Shirt offers a relaxed fit in reclaimed cotton with subtle floral prints and biodegradable coconut shell buttons. Coordinated ensembles like the Jean Printed Set combine playful design with practicality, pairing a bold shirt with a gathered skirt. Pieces like the Self-Love Set underline Doodlage’s ethos: soft, earthy tones, upcycled detailing, and a silhouette that suits any body. Each item carries a story, stitched together from remnants, turning waste into wardrobe staples.

Threading the Future: Doodlage’s Ongoing Revolution

Doodlage is not just making clothes; it is reshaping the fabric of fashion itself. In a world dominated by fast fashion, environmental damage, and rigid style binaries, the brand offers a radical yet wearable alternative. By choosing waste as its raw material and refusing to design for any one gender, Doodlage champions a more honest, inclusive, and sustainable approach to dressing. Its garments do more than look good; they tell stories of renewal, resilience, and resistance. As the fashion industry slowly wakes up to its impact, Doodlage stands ahead of the curve, proving that mindful fashion can be both powerful and personal.

Curious about zero-waste brands? Check out Mysore Man, Eat Raja Claims to Own India's First Zero-Waste Fruit Juice Shop!