Doodlage aspires to rejuvenate the garment production industry in India, one of the top 5 largest in the world, by re-injecting upcycling tradition that has been long lost in the country as a result of industrialisation. To do so, Doodlage upcycles waste from garment factories and consumers to make new garment pieces collection. It also converts any waste materials that cannot make it to its garment collection to make accessories and stationeries.

Upcycling of garments was a tradition deeply engrained among middle and upper-middle class families in India during the 90's. With less money to spend, garment pieces were more cherished and made to last longer before being disposed. However, the age of industrialisation and globalisation brought in the lucrative opportunities to mass produce garment pieces at the cheapest and most desirable rates around the world. According to the 2020 Preferred Fibre and Materials Market Report, the global fibre production has doubled in the last 20 years, reaching an all-time high of 111 million metric tons in 2019.. However, a significant 47% of fibre entering the fashion value chain goes to waste during different production stages. Bringing post-consumer waste figures into the calculation, the percentage is likely to be much higher.

Most of the wasted material generated during production can be reused. For instance, comber noil (the long fibre that falls out of the spinning in the first round of finer yarns) can be reused and spun to make coarser sweater yarns. The same goes for post-consumer waste.

We at Doodlage, based in India, upcycle factory waste into short limited edition collections. Recycle post consumer waste and post cutting scraps into new fabrics to create season-less well finished garments made for longevity. To deal with our own wastage (scrap fabrics that found no uses within its garment collections), we segregate and convert it into accessories, soft furnishing products and paper to make packaging and stationery products. All our pieces and fabrics are made with ethical production units and our packaging is designed to be plastic free. In addition, we now also collect post consumer waste and post cutting scraps that will add on to our collection.

Doodlage creates short limited edition collections of new garment pieces. Depending on the amount of waste we collected, the collections are only on limited editions, and the stock will last only until the raw material (the 'waste') runs out. 

By upcycling any pre-consumer and post-consumer fabric waste, Doodlage re-injects the upcycling tradition into India amid fashion giants. It leverages on the creativity of its artisans to produce unique pieces. According to Doodlage, each piece may come with an extra embroidery or patch but the overall look and quality of the piece remains unchanged. With its initiatives, it has also led to collaboration opportunities with brands such as Iro Iro to make the 'Indigo Chronicles' collection, with June to make colourful jackets, and with Ruby's Organics to make reusable cotton pads for make up removal and upcycled make up kits.

According to Doodlage, All its pieces and fabrics are made with ethical production units and its packaging is designed to be plastic free.