The road to sustainable fashion with Hyundai KONA EV | Bot To News


In Part III of Road to Sustainability, we go on a sustainable fashion trail to discover some industry secrets with Doodlage founder, sustainable fashion champion Kriti Tula and the Hyundai KONA Electric.

As time evolves, our approach to many things changes. And at the core of these changes is sustainability. From the world of travel to gastronomy, the arts and fashion, everything is now being created with a focus on sustainability.

Bearing in mind the importance of being sustainable today, Travel + Leisure India and South Asia in collaboration with Hyundai KONA Electric, brings Road to Sustainability, a three-part video series on sustainable living with thought leaders in the fields of travel, food and lifestyle.

    Sustainable Fashion
Kriti Tula believes that sustainability in fashion is a necessity.

In Part III, we hit the roads of Delhi and Jaipur, with Kriti Tula, who runs her own sustainable fashion brand, Doodlege, with co-founder Paras Arora. As we marvel at his study, he starts the conversation about sustainability in fashion by pointing out its necessity. “There is a conscious effort by the fashion industry to keep us in the dark about what mass production is doing to the environment. Slow fashion is a necessity, not just an alternative. When I was growing up, it was just a way of life: good quality clothes that would last you years. That’s what I’ve spent my career building: an ecosystem where clothes are made from what they used to call ‘waste’ in the fashion industry,” he shares.

Sustainability and Fashion

Before understanding the world of fashion through the lens of sustainability, Tula also helps us navigate the basic difference between slow and sustainable fashion, two words that are often used interchangeably but are two different concepts. “People often confuse slow fashion with sustainable fashion. The key difference is that slow fashion is about getting the most use out of pieces that already exist. Sustainable fashion is when garments are made ethically, from purpose-made fabrics. It’s a better balance between people, planet and profit,” she says.

Tula and Arora’s brand, Doodlage, is known for making pieces of fabric that would otherwise be thrown away. The duo creates their products from recycled or recycled material to offer their consumers sustainable wear.

    Sustainable Fashion
Doodlage creates collections from recycled or upcycled material to offer its consumers sustainable wear.

Highlighting some basic facts about slow fashion, Tula says: “Each year 342 million barrels of oil are used to make polyester for the fashion industry. And when that clothing is thrown away, it cannot be recycled. The whole world sends its waste of clothes to India for recycling, and this has been going on for decades. So we know how to recycle, but we don’t have a collection system. There is no place where people can send their old clothes to be recycled, which means we know what to do but we don’t practice it in our country. There is no intermediate step.”

Talking about sustainability in fashion on a personal level, Tula shares, “India has become the sixth largest consumer of goods in the world. I often think about how sustainability is personal responsibility. At the micro level, we need to take small steps. For example, simply swap clothes with friends or even buy two items of value instead of 10 items online. Older clothes can be reused or repurposed, and you save time, space and money because higher-quality items last longer.”

Iro Iro
Iro Iro recycles industrial waste by weaving it on handlooms with local artisans.

Following a similar mindset as Tula is Bhaavya Goenka, who runs Iro Iro, which recycles industrial waste by weaving it again on handlooms with local artisans in and around Jaipur. “Partnering with brands like Iro Iro allows us to do more with Doodle, like creating collections of home furnishings, apparel and accessories, which help us create a better supply chain that’s less harmful to the planet,” shares Kriti.

Hyundai KONA Electric and Sustainability

Talking about her trip to Jaipur in the Hyundai KONA Electric, Tula says, “Thanks to the trip, I got a chance to take the Hyundai KONA Electric for a spin.”

Highlighting the similarities between Hyundai and Doodlage, Tula reiterates: “Hyundai is doing a great job of offering alternatives to people who want to consider what they’re leaving behind. They’ve recognized that there’s work to be done. They’re encouraging people to choose a different path green towards sustainability, which aligns with my work with Doodlage.

He further explains: “I wanted to work with people who felt the same way. I kept waiting for a brand that would give me a sustainable alternative. When that didn’t happen, I decided to do it myself. With Hyundai, I have the opportunity to open this conversation to an audience much bigger. Their medium is technology, while mine is fabric. They spent time and energy where they said, what can we do to reduce our carbon footprint? Take the Hyundai KONA Electric’s Eco mode [for example] which saves energy while driving, especially when you are driving in heavy traffic in Delhi.”

Hyundai
Kriti Tula takes the Hyundai Kona Electric for a spin.

Before we say goodbye for the day, Tula makes sure to share some steps we can instill in our daily practices to adopt a sustainable approach to fashion. “You can start with simple steps, such as knowing the brand and the material you are wearing and buying clothes that you will wear for a long time. I like clothes as much as anyone else, but I want to be part of the solution. We employ fair-wage, well-paid workers to create garments that last a lifetime. It’s about making small decisions, buying from local vendors and recycling, saving and reusing clothes. How can I minimize the waste I create and maximize the use of products that already exist? It’s these small steps that make a big difference.”

Related: Chef Thomas Zacharias Pursues Food Sustainability in Goa with Hyundai KONA Electric



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