Eco India: The Delhi-based fashion studio that believes in 'no new clothes'

Eco India is back with its second season, bringing you more stories of innovations from across India and Europe, and the people who make them possible. Our top story this week is how a sustainable brand, Doodlage, provides the perfect antidote to fast fashion by making chic garments with scraps of waste cloth.
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CREDITS:
Supervising Producer: Nooshin Mowla
Director of Photography: Siddharth Subramanian
Second Camera: Amit Bose
Video Editor: Sujit Lad
Script & Field Producer: Ipsita Basu
Assistant Producer: Shibika Suresh
Executive Producer: Sannuta Raghu
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Eco India is a co-production between DW and Scroll.in. You can watch the full episodes on scroll.in/ecoindia
For more explainers, and the web’s most interesting videos - scroll.in/video/
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[@arnabroychoudhury8064]

Please bring contents of eco India more frequently..

[@ScrollIn]

Hi! We have created a community for people like you who are passionate about our environment and want to make it greener and cleaner. Join the group and share your ideas here. facebook.com/groups/ecoindia/

[@patrakar5719]

The problem is these so-called eco-friendly or sustainable fashion brands are so expensive that general middle-class won't be able to buy it. Doodlage clothes start from 5000, who would buy a simple top at that price when Myntra/ Jabong type sales give you at least 15 apparels at the same cost?

[@ak-nn7uc]

govt need to fix the responsibity of company which produce waste ...

[@aleenaprasannan2146]

These same middle class people can spend lacks to a one time use wedding lehenga......no damn person wants to question that. All of our major problems have our majority population- middle class- as a huge enabler and we are never going to fix anything until we stop finding excuses for shit behaviors, just because it's from the middle class. Try not to buy any new clothes or throw away any clothes without repairing and repurposing the hell out of it for just 2 years. Go look at your cupboard and see what you absolutely NEED and take a tab of how much unnecessary stuff we midddleclass waste our money for. Just by having high prices itself we will buy less, and waste less. It should have been like that from the beginning

[@priyankaswamy8181]

@@aleenaprasannan2146 for ur kind information....those costly lenengas are only once in a while.....haha....costly couldnt be bought again n again...

[@aleenaprasannan2146]

@@priyankaswamy8181 You seriously didn't get the point at all...costly lehengas bought 'once in a while', only to use once in a lifetime...makes shit sense...and how often does, in your opinion 'once in while' not problematic?

[@manishasingh87]

@@aleenaprasannan2146 I agree with your point that we should keep a tab on purchase of unnecessary things but Priyanka's point is also valid that doodlage's clothes are too expensive and it's cost defeats the whole purpose as after looking at the video many people might have thought to buy their garments to contribute to the cause but cost becomes a deterrent.

[@salonijaswal7495]

Commendable efforts! And real eco friendly idea. Deserves a national award in business and save earth theme

[@pedinurse1]

What a noble concept. While the Haute Couture concepts are gorgeous and artistic, I am humbled by the this concept of using used saris and creating something beautiful again. Wow, wish I could work there

[@preethamnk]

Hello dear commenters! Lots of people don't like that Doodlage makes expensive products, using recycled clothes. I believe that this is because of economics of scale involved. A small company profits from higher prices when they have lower amount of sales. Once the company grows 10x or more, it could dare to lower the prices; but the sales would have to be much much higher. This requires a mentality change, which would require heavy amount of marketing. (After all, not everyone watches Eco India :) ) Making "high fashion" products which "trendsetters" could buy is a good start. If I were making the business plan, I would go the same way, I think. I just hope they succeed in gaining momentum. It is a very long way; if they should have any environmental impact. Maybe, starting a workshop to teach these skills to other people is more important. I believe this could potentially be good employment to skilled people with sewing machines. Ideas are meant to be shared and spread! :)

[@ScrollIn]

Hi! We have created a community for people like you who are passionate about our environment and want to make it greener and cleaner. Join the group and share your ideas here. facebook.com/groups/ecoindia/

[@patrakar5719]

Of course, such ideas need to be talked about but I know many sustainable brands which claim that they are maintaining ecological balance and they are in this industry since a decade but still they have similar price ranges. They are contradicting their own message by keeping the costs so high. Dudlage costs 5000 above, I dont think so much is necessary.

[@DreamingLabyrinth]

@@patrakar5719 yet it okay to buy foreign brand clothing for that cost? People like yourself are okay to buy luxury product yet never question why you have to pay the overhead cost? But you realised even companies like chanel do the samething? With that said, at least you know where your money is going, verses in the pocket of a CEO, who doesn't care about the workers in poor countries. Then there environmental factor where they make more mess because of fashion and marketing reason.

[@SpiritDragoness]

As someone who recycles clothes myself, i fully understand why recycled clothes are more expensive. The work is more tedious. Each piece of cloths should be evaluated, sorted by colour and texture in order to combine the many pieces tastefully. Each piece has a different shape and size, therefore it can't be piled up in several layers and cut in bulk by factory machines. It is a more tedious work where more hands are needed, more man hours spent.... and these people need to eat and live a decent life too. I recycle clothes only for myself and my family. I can't get myself to do it for anyone else coz it is too tedious. And if i were to do it for anyone else, the price would be high that noone would want to pay since new clothes at fast fashion stores are much much cheaper. All the wise guys who think that recycled clothes should be cheaper.... please learn the sew, mend, embroider.... make a piece of garment and then see if you are willing to spend that amount of time and energy just for pennies.

[@DreamingLabyrinth]

@@SpiritDragoness well said!

[@Bombay0286]

Such a brilliant idea...kudos to All ladies out there

[@jannatkhan8904]

Plz watch my Chanel If u like plz subscribe 🙂

[@SingerKeyaa]

Kudos to the girls for spearheading this Idea

[@anshulsharma9424]

The next fashion globally would be recycled clothes I am telling you

[@ScrollIn]

Hi! We have created a community for people like you who are passionate about our environment and want to make it greener and cleaner. Join the group and share your ideas here. facebook.com/groups/ecoindia/

[@nirmal6362]

The success of this idea is making the finished product attractively and striking. If u make that much beautiful, everyone wants to buy it doesnt matter where it comes from.

[@RoSario-vb8ge]

I will look for those labels

[@Kakarockification]

If central gov. & state gov. gives some monetary support in ratio of 60:40 respectively I think the cost of clothes would come down. Great idea btw

[@ScrollIn]

Hi! We have created a community for people like you who are passionate about our environment and want to make it greener and cleaner. Join the group and share your ideas here. facebook.com/groups/ecoindia/

[@khushizinder2430]

Hlo dii mai bhi boutique kholne jaa rhi hu apki video dekhi abhi kuj purana use kr k alg hi kuj bnana me koshish krungi dii mai bhi kuj thoda bhut apse sikh kr waisa kuj bnane ki thanku

[@prasiddhipredicts]

Kudos to Doodlage. Thank you for your efforts. Means a lot. 🥰

[@udaybhaskar448]

This is very spiritual in the right sense of the word, amazing what a difference this idea and work could make to our humanity and ecology....hats-off to Kriti and her team !!!

[@siktasikta6530]

Kudos! somebody is thoughtfull of the wastes & that too fabric waste! Wow

[@vasudhasp]

what a wonderful initiative, bless these people!!

[@ayushisharma3005]

Amazing channel... bringing together many inspiring stories... hope it awares many of us...worth watching every video...teaches a real lesson..😊😊

[@catand5540]

Thank you. God bless

[@deeksharajput126]

India need designers like you

[@arshiafathima6823]

Amazing! Inspiring....

[@Rr77184]

These people are God sent.. Tq for thinking about earth

[@shinobi650]

RESPECT! 🙇‍♀️

[@Iquey]

Digging the poster on the wall at 7:09

[@simisharma286]

I would definitely like to be a part of such a sustainable effort. Great work guys

[@subhadra222]

Wow...she is innovative, creative and have a micro leave thinking...now thts like ur everyday is a productive day....good work. .

[@GuyWithYogaMat]

hope to see such brilliant work more frequently.

[@riteshmoorjani565]

Wow.. amazing concept

[@kiraanrajput777]

Impressed ❤

[@marigoldStudio]

Wonderful idea! The world needs more such thinking- being sustainable is key to overall good of humanity. Keep up the good work! Sharing this video 🌺

[@padmadaga2675]

Very impressive Good work

[@jamsheertirur1758]

Very talented,dedicated and bold women,🙏🙏

[@shruti212]

Impressed 🤘

[@pinkiaswal9087]

tooo good utilisation of remaining fabric👌

[@Sonam_Pakul]

WOW so inspiring ..... they doing their part to protect earth.....

[@yashmaheshwari1727]

Your videos inspire me. Probably the only truly happy news I receive throughout the week!

[@ScrollIn]

Hi! We have created a community for people like you who are passionate about our environment and want to make it greener and cleaner. Join the group and share your ideas here. facebook.com/groups/ecoindia/

[@vijayananddharwar2178]

Good work started by a fashion-house- studio at Delhi- much needed, as early as possible, anyway never late ....

[@6gupdate1]

Proud to have a woman with such a beautiful way of the usage of wastage

[@meenamalhotra1092]

Commendable effort

[@nikki740]

i am so proud of u

[@vikrammorey4530]

Nice idea and great work for environment

[@nidhichandrakar3830]

Whoa... 👏 You guys are doing great job

[@bhartirawat8822]

Excellent work keep it up

[@nunpuiisingson298]

In tiṭha lutuk tlat. Mizoram ah pawh heihi kan mamawh a ni. Keep up the good work guys♡

[@Rohitkoli96]

Wow u guys are amazing 😍

[@caliemm2159]

Super great idea...alot of businesses around the world doing this

[@jennyludwig7598]

Thank you for this story.

[@dovedwells]

Now this is what we can say ...the best side..off...utube♻️💚

[@GhusarPusar]

Amazing👍

[@nevermindvarun]

Great job

[@adithisalian8097]

people need to understand that sustainable fashion is expensive, as the designer has to also pay fair trade for sustainable materials. so please instead of spending 10k on hm and Zara research more about sustainable brands in India and help them out for a better future for our country.

[@humamehfooz3696]

i love this video, and i do feel that sustainable clothes are expensive, but it is a wonderful effort and for this purpose the government can very well do something, like policy changes, may be not tax these clothes , give subsidies. if these efforts can be made for big companies then why not a startup that is trying to reduce waste in this hour of need.

[@zariafatema8759]

so much respect for you.......

[@moushumiraja6078]

Amazing work!

[@ranjitachamoli8383]

This is amazing seriously 👏👏👏👏

[@radhagupta7823]

Great!!!! It's really a difficult process when would create new garments or other things from used attires, more difficult than when you used its wastage to create another products.you are doing innovative work ,even ,i work on slow fashion but still would love to do such kind of work.Thank u sharing such inspiring story.

[@Hemalsirmaths]

Eco india की डॉक्यूमंट्री हिंदी में हो तो हमको आसानी से समाज में आएगा की अब हमे आगे क्या करना है।

[@danceontoes]

Wish you all the best.

[@RaviRavi-de3pq]

Superb. Very enterprising.

[@nikitasajwan6660]

Excellent for the work u do..

[@retineshilares2497]

That's very good news. I'm from Canada and I've been warned about the disastrous effects of fast fashion in India. We have to organise here to prevent exploitation in India. Some fair trade brands employ indian artisans and seamstress at a ''decent'' wage. There is a concern about growing biological coton, but the agricultural landscape of an India exposed to climate change need more sovereignty over its crops to prevent soil degradation. Coton monocultures aren't sustainables... Growing to achieve more ecosystemic resilience should be the goal. Upcycling fabric and treads might be possible too. In fashion design, there is many ways to achieve ecoconception and ecological use of clothing. Reducing synthetic dye uses is one of them. By reusing fabric, it prevents to have to dye fabric again and help to reduce the ecological footprint of the garment. A careful use of fabric might also help. Polyester will help to keep warmer in the coldest seasons as well as darker polyester tones will help to reduce UV rays damage on skin. Natural fabric might get composted and feed the soil back and help its microbiological resilience; syntetic fabric might be shred and retread. Natural dyes and ecological dying techniques that save water are also important to consider, as well as their disposal. Getting less vivid color might also help to reduce pollution, by requiring less dye. The usages of fabric aren't only for clothing and we must be careful about interior design fashion too and promote the use of ecological curtains and carpets, towels and bedding. Indian craft culture is so vast and inspiring, there is plenty of ways to innovate in this sector. The collection from Eco India is really inspiring. Keep on the good work.

[@mahwernaqvi9042]

Nice approach of thinking mam really great👍

[@ravin2363]

Amazing idea. With our environment based society, we try to recycle small items and sell them. During holi we make eco-friendly colors too and during diwali we use old glass bottles to make candles. People buy it. But this needs to expand on a large scale so that the costs can be reduced further. As always brilliant piece of journalism scroll team.

[@Dr_Steve.N]

ravin be the change you want to see in the world

[@ravin2363]

@@Dr_Steve.N True.

[@ScrollIn]

Hi! We have created a community for people like you who are passionate about our environment and want to make it greener and cleaner. Join the group and share your ideas here. facebook.com/groups/ecoindia/

[@annar0909]

People like you are not only protecting nature but also human being moreover paved way for bright future 🙂

[@dimplebakshi5008]

My Sunday morning are beautiful again. Thanks scroll

[@ScrollIn]

Hi! We have created a community for people like you who are passionate about our environment and want to make it greener and cleaner. Join the group and share your ideas here. facebook.com/groups/ecoindia/

[@nasratussaba3254]

I'm impressed!! 👍 I loved the idea verry much.❤️

[@ballasaritha8377]

So inspiring and you are doing great jod Mam

[@rashmigehlot763]

Amazing thinking mam and very good initiative ...

[@nityanandswami2944]

I appreciate your skills❤

[@KhairulAnwar-mp8lo]

Love that coloured bag.

[@abdulwadood464]

Wow brilliant guys great job u r the girls of next door keep it up.

[@harshxso]

Amazing stuff. Kudos! :)

[@teenacooking]

Wowww🙏

[@Rahat_Naz]

Absolutely fantasfic

[@styleupwithshefali]

Wow, that's impressive and encouraging one..

[@electrasama8048]

Great video

[@ishadesai6042]

I just loved the idea and it's thorough implementation. Kudos to Doodlage. I wish somehow I should be part of it.

[@bollynerd]

jud jaao madam ji. write to the young lady :)

[@artisanryartsewingdesignbe7807]

You guys are really working good with good ideas... Using those fabric which is already available are really good impressing ☺️👌👌👌👌👌

[@balakrishnarao5625]

Fantastic 👌

[@roopa4950]

Great initiative. Keep up the good work

[@krutuambhire2989]

Amazing work ❤️❤️👍👍

[@rahuldwivedi8212]

Awesome effort!!! Truly a bold step which will definitely impact the maximalistic mindset.

[@saikumardesu1700]

Appreciate your efforts 🙏🙏🙏

[@dimitimkaatanasova6158]

Well done.

[@divyachhalani3895]

Wow...we need more people to think like that. Hard and intelligent business to get into

[@ScrollIn]

Hi! We have created a community for people like you who are passionate about our environment and want to make it greener and cleaner. Join the group and share your ideas here. facebook.com/groups/ecoindia/

[@greendigoretail]

Great initiative

[@AuthorBooksReader]

A much needed Initiative ma'am. Keep Going!!!

[@vijayprasad9013]

My dream is to become a fashion designer..... and after seeing this i know the meaning of fashion designer...and I wanna to join u guys..... how on i contact to u

[@jabasoren7321]

Very eco friendly Idea

[@rashmiverma5351]

Its inspiring

[@shashikiran5125]

You are doing which worth a lot for the nature and the society.

[@moneyzoner7950]

Amazing

[@avantikarana455]

So in love with this series ... Hail and respect each one for initiating steps

[@dineshthakur4046]

good job guys

[@sangeetagogoi3429]

great job

[@felipetadd8925]

I love this video 😊😍

[@sarbilkumar1001]

You really doing good job for nature and my mother have same thought like you, as I am working in export house and I brought small pec. Of fabric from office as waist out of which she made bed cover I brought them for dusting.

[@gorgeousdipika2007]

you should be awarded, you are doing a commendable job. i think beer biceps must call you in his show so that more ppl can be aware of such a process. Ted talks and many more platforms are meant for people like you. Words are not enough to describe your efforts. Hats off 🎩

[@vijayananddharwar2178]

Good initiative,and much needed, Hats- off to the enterpreur/-

[@rosesareredvioletsareblue2012]

Good to know! There are people in this world who are making this world better a better place to live. Love from Pakistan !

[@deepsworld3781]

Awesome

[@pragathiachari6262]

Nice work

[@jayitabosu9422]

Wow!!

[@zoyarayni6481]

Well done