Sustainable fashion has gained popularity in India and globally. These made-in-India eco-friendly clothing brands are providing Indian consumers with the option to opt for fashionable clothing that is also good for the environment.
The world is gradually inching towards climate crisis and fast fashion is one of the major factors contributing to climate change. Fast fashion creates a massive amount of textile waste that leads to environmental issues, causing resource depletion and pollution. Its rapid turnover leads to harmful chemicals, polluting waterways and causing overflowing landfills. The industry's greenhouse gas emissions exacerbate climate change concerns, emphasizing the need for a sustainable approach to clothing production and consumption.
Textiles contribute to global pollution, with dyeing and finishing, yarn preparation, and fiber production being the main drivers. These processes, fueled by fossil fuels, release 500,000 tons of microfibers annually, equivalent to 50 billion plastic bottles gradually depleting the environment.
As a counter to fast fashion, the sustainable clothing trend has emerged. It marks a shift from fast fashion, focusing on environmental responsibility, ethical production, and social impact. It uses eco-friendly materials, reduces water and energy consumption, and promotes quality, longevity, and timeless style.
Sustainable clothing has gained popularity as denoted by statistics. The sustainable fashion market in India is projected to grow at a CAGR of 10.6 per cent between 2021-2026, reaching a market size of $9 billion by 2025.
In recent years where consumers support ethical brands, women entrepreneurs have been leading the way by creating eco-friendly clothing brands.
We introduce you to five women entrepreneurs who are redefining conscious fashion leadership through their bold design choices and impactful business strategies, highlighting that fashion is not just about clothing, but also about empowered stories shaping it.
Doodlage – Kriti Tula
Doodlage is a sustainable fashion brand that specializes in upcycling clothing and using natural fibers to create ethical garments. Kriti Tula is the brand's founder and creative director. In 2014, she founded Doodlage while enrolled at the London College of Fashion. Her efforts paid off in 2015 when she received recognition from the Lakme Fashion Week Gen Next Platform, the Grazia Young Fashion Award, and the HUL award for "Green Wardrobe Initiative."
Doodlage is a brand that creates garments from factory waste, creating unique designs that add character and individuality. Kriti aims to develop an eco-fashion base in India by educating new graduates, NGOs, and artisans, aiming to make Doodlage a brand that promotes ethical fashion practices.
