Kriti Tula

When going around in circles is a good thing

Most average closets are the perfect example of what we call ‘a problem of plenty’. However, this problem spills over beyond our wardrobes and closets in ways that the average consumer may not be aware of. Kriti Tula is not this average consumer, she is definitely not your average designer either. Using her sustainable and planet-friendly philosophy in fashion, she makes products from factory waste notably re-manufacturing post-production waste. This includes post-cutting waste, defective pieces and end of line fabric and dead stock. The big idea behind this is that re-manufacturing saves all the resources that would go into making virgin fabrics. Once these discards are sourced, the fabrics are fixed through patching and embroidering. It may seem like a small or even a needlessly tedious act but considering the enormous environmental costs of (mainly fast) fashion – from water guzzling cotton crops to unsustainable levels of clothes production – it can make a mighty difference.

As the Creative Director and co-founder of the fashion brand where she practices this, Doodlage, her larger goal is to create awareness around the need for alternate fashion economies. The fashion industry is responsible for an estimated 2-8% of the world’s greenhouse gas emissions. Kriti’s work addresses multiple sources of emissions by promoting circular economies, and educating consumers on more conscious buying. This economy isn’t merely one for her and her consumers. It includes the artisans who work for her as well as the ethical fair wage manufacturing units she associates with. She also makes it a point to work with organisations who are able to promote the training and skilling of more women artisans in the industry. Her work builds on the Indian traditions of reducing textile waste, and supports the Sustainable Development Goals 8 and 12.