Doodlage
Upcycling isn’t necessarily a unique concept — the need for eco-conscious products in a fast-paced, consumer-oriented world is being recognised and accepted with vigour as new generations step into the workforce. However, what stands out is the technique with which the concept of upcycling is being approached today, especially in the ever-evolving world of fashion. To rejuvenate, repurpose, and reinvent scraps of material, be it factory surplus, ‘outdated’ clothing, or dead stock, is no small feat. Turn that into wearable fashion, and you’ve got an industry committed to doing better, being better. Creating cohesion between consumerism and the environment is perhaps one of the most important initiatives we have witnessed in recent times. In this stride, we bring a list of three brands determined to bring sustainable fashion to the fore, proving that creating conscious clothing is not only possible and prudent but also uber fashionable.
SINS
The vision for SINS began with a seed that grew in founder Sindhu Sridhar’s mind about the transformative and transgressive power of Indian textiles. A six-yard piece of cloth can be styled in ways that are still being discovered. Sindhu decided to take this further and married her love for Indian tapestry with the need for sustainability. What emerged is SINS, a brand committed to repurposing and subverting the predominantly female saree into unique menswear and unisex garments, all custom-made and limited edition. The brand consciously sources its fabric from factory surplus and pre-loved items to create a contemporary and refreshing silhouette. Be a carpet to a trench coat or a tablecloth to an elegant shirt, SINS is breaking bounds and breathing fresh life into clothing that is sustainable, intriguing, and one-of-a-kind.
Doodlage
Our lives are often wrought with friction between our desire to do something about the things that matter to us and the ease of standing by still. The founders of Doodlage, Kriti Tula and Paras Arora, chose to walk the path of action and created a sustainable clothing brand that was born out of deep reflection on the perils of fast, disposable fashion. It’s no secret that the lifecycle of a garment in traditional Indian households doesn’t end with us outgrowing them. The practice of recycling has long been ingrained in our traditions, whether it's repurposing old clothing into kantha quilts or transforming vintage sarees into stylish, modern attire. We have historically cherished our resources, finding a connection to the charm and warmth of the past. The brand Doodlage embodies a fusion of sustainable practices and exclusive high street fashion. Their goal is to blend innovative designs with eco-friendly clothing techniques, making fashion not only stylish but also environmentally conscious. Re-designing, re-constructing, and re-cycling is at the core of their creation, and each product created from factory dead stock is given a unique identity through its cut, fabric, and colour, redefining the entire concept of individuality. Their modern, casual, and refreshing clothing creates not only beautiful pieces of clothing but generates value that is truly ‘season-less’.
Zaitra
Weaving sustainability into the fabric of their clothing, the founder of Zaitra, Khushboo Tyagi, is committed to creating Indian and Western wear that screams editorial chic. A young brand, it seeks to embrace and imagine the chaos and uncertainty of our times through design. Their dresses, To take the ‘rich Indian textile history and be able to give it a global language’ is the goal and blessing of Zaitra. In their own words, Zaitra is where ‘emotions, fabric, and design meet to create something new and exciting, each time, a saree at a time’. Be it capes, kaftans, jacket dresses, pantsuits, or traditional lehengas, this brand never ceases to amaze nor excite, setting the benchmark for wearable runway fashion higher and higher.
Words Devyani Verma
Date 13.12.2023
Zaitra