SUMMER INTERNSHIP
(doodlage)
Internship Report
Working in the design department of Doodlage Student Name
: Eesha Kalsy Himanshi Sahni Bachelor of Design- Fashion Design (2013-2017)
Company Name : Doodlage Lado Sarai, New Delhi Industry Mentor : Ms. Kriti Tula (Head Designer) Ms. Nanki Josiya Singh Ms. Srishti Mehrotra (Assistant Designers), Doodlage Internal Mentor : Mr. Vinod Sharma Mr. Rajesh Dhiman NIFT Kangra
Signature _______________
The evaluating jury recommends Eesha Kalsy and Himanshi Sahni, Fashion Design, semester-7 the certificate of completing industry internship for National Institute of Fashion Technology, Kangra after evaluating the project and fulfilling the requirements set by the institute and the jury members. Remarks regarding fulfilling further requirements
NAME
JURY MEMBERS COMPANY/ORGANISATION
REMARKS
SIGNATURE
(Acknowledgement) It is with a sense of gratitude, we acknowledge the efforts of entire hosts of wellwishers who have in some way or other contributed in their own special ways to the success and completion of the summer internship project. First and foremost we would like to express our indebted and special thanks to Doodlage for giving us the opportunity for an internship and National Institute of Fashion Technology, Kangra for allowing us for the same. This valuable experience gained at Doodlage is outcome of everyday hardwork, learning, observation and guideline by industry mentor. Understanding as well as execution would not have been possible without the help and support from Doodlage, their employee and workers. Further, we dedicate our acknowledgment of gratitude towards the following significant advisors and contributors‌
NATIONAL INSTITUTE OF FASHION TECHNOLOGY: Ms. Lavdeep Singh (Course coordinator) Mr. Rajesh Dhiman (Mentor) Mr. Vinod Sharma DOODLAGE: Ms. Kriti Tula (Designer) Ms. Nanki Jasoiya Singh (Assistant Designer) Ms. Srishti Mehrotra (Assistant Designer)
(SYNOPSYS)
The purpose of the documentation is to compile the knowledge and experience of an internship project and for the partial fulfilment of criteria for gaining bachelor degree at NIFT. The objective of internship was to gain in-depth knowledge of working of the industry in terms of organizational structure by understanding the various constituents in an industry and the intern relation between various departments. This document conjures the appreciation of Fashion industry and records the overall functioning of the industry; furthermore this document presents the way of a design label working in India.
(OBJECTIVE)
The objective of the internship is to document all the relevant information related to the industry including organizational Structure, infrastructure, product range, materials and manufacturing process, costing, design management, quality control, marketing and supply chain. Work on projects assigned by the organization. Main objective is to understand the company from inside, how it works and co-ordinate between different departments.
(CONTENTS) IV-V VI-VII VIII IX 12-17 18-19 20-21 22-23 24-25 26-37 38-39 40-41 42 43
CERTIFICATES ACKNOWLEDGEMENT SYNOPOSYS OBJECTIVE INTRODUCTION COLLABORATIONS FACES BEHIND DOODLAGE- HIERARCHY DESCRIPTION OF INTERNSHIP METHODOLOGY PROJECTS UNDERTAKEN LEARNING GOALS AND OUTCOMES CONCLUSION BIBILIOGRAPHY IMAGES USED
ONCE UPON A TIME...
(DOODLAGE)
Standing in a godown full of surplus and rejected fabric, deemed unfit because of minor misprints, tonal differences and issues in cutting, Kriti Tula had her first epiphany about designing clothes made completely by reconstructing second hand clothing and industrial textile waste. While Kriti had worked on sustainable fashion projects in college, it was during an internship in an export house that she became increasingly conscious of the extent of waste in the fashion business. Where, every single day, shipments are discarded because of delays, and orders cancelled post cutting. Sometimes, cloth is rejected if it has ‘slubs’ or thicker knots on the surface, at other times international buyers refuse to buy entire consignments of, say, block printed fabrics, because of consistency issues in the hand-done process. Kriti, and two other like-minded colleagues wanted to find creative ways to make use of all such fabric going to waste and that was how what is probably India’s first upcycled fashion label ‘Doodlage’ came about. A hip, eco-fashion brand Doodlage does not mass produce clothing and just like two doodles that never quite look the same, each of their upcycled garments is a unique, individual piece that stands out with its design, cut and colour. Every collection Doodlage showcases is driven by the ethics of upcycling and recycling. Kriti, the creative director of the company and her partners are passionate about reinvention. Whether it means creating fabric from spools of thread that are damaged and cannot be used in machines, re-knitting mufflers and sweaters out of strips of fabric, printing over sanganeri block printed fabric, or creating textured garments that make liberal use of patchworking, Doodlage reflects the sensibilities of its creators. Edgy, casual, versatile, flowing fashion you can slouch in, Doodlage has a feel that is very now. And that is no accident. The creators of Doodlage are intent on creating garments that can compete with the best mainstream brands. Kriti is focused on making good, wearable fashion that also happens to be sustainable, because, in her experience, customers rarely buy products only to support a cause.
(ABOut)
DESIGN
DE-CONSTRUCT
DEVELOP
Recycling has always been a deeply rooted tradition in our lives, be it the tradition of making kantha quilts out of the old clothing or transforming your mom's vintage sarees into nice trendy attire. Doodlage has always valued the resources they had and loved to be a part of it and felt connected to the old charm and warmth, but all that is changing. Increasing industrialization, globalisation, fast fashion and ever-growing buying power among people has popularised a culture of quick disposable fashion. The label 'Doodlage' is a blend of sustainable and exclusive high street fashion. They aim to merge innovative designs with sustainable technique of clothing to make fashion not just chic, but also eco-friendly. They work at redesigning, re-constructing and re-cycling good quality industrial waste which majorly comprises of post-production waste, dead stock and rejected shipments. They also make sure every product has it's own identity in terms of cut, fabric, colour redefining the entire concept of individuality just like you! This also ensures that, no 2 garments are the same – they can be cut from the same pattern but the raw materials will always be different. Doodlage is here to make what just appears beautiful but also has a beautiful story, it is here to add substance to what is worth a second life, to re-invent the ways to design, deconstruct and develop. 
(SIGNATURE STYLE)
Figure 1
Fabrics: Denim, Cotton, linen Loose silhouettes Zero waste
Patchwork
Chic, not hippie Upcycle/recycle
Comfortable casual Patching with embroidery
Deconstruction Trims made from waste
(FRIENDS OF DOODLAGe)
PERNIA'S POP UP PANACHE AZA KASHISH KAASHI CORAL COLLAGE ORANGE VILLAGE SUGAR ANANTAM CURIOUS VILLAGE BOMBAY ELECTRIC KALEE ALMARI OR TAJ KHAZANA EITHER TEATRO DHORA THEORY THE VERANDAH
(COLLABORATIONS)
BLISS MONSOON ARVIND AAVARAN OGAAN AVOIRE ANONYM FUTURE LABEL ,CHINA MAALGAADI SOBO STUDIO RUDRAKSH AMETHYST STYLE TAGBHARAMAKARMA NETE.IN EVOLUZIONE JAYPORE THE PROJECT CREO
(FACES OF DOODLAGE)
KRITI TULA CO-OWNER HEAD DESIGNER
EMBROIDERER (1)
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PARAS ARORA CO-OWNER MARKETING MANAGER
FINISHING PEOPLE (2)
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VAIBHAV KAPOOR CO-OWNER CHARTERED ACCOUNTANT
TAILORS (10)
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PATTERN MASTERS (2)
SRISHTI MEHROTRA ASSISTANT DESIGNER
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NANKI SINGH ASSISTANT DESIGNER
(DESCRIPTION OF INTERNSHIP)
OVERVIEW OF PROJECTS DONE - - - - - - - -  
Lakme Fashion Week – ramp collection Lakme Fashion Week- Stall collection Worked on collaborations (Bhramakarma, maalgadi, nnnow) Managed social media marketing (facebook shop, nete, nnnow, moda firma) Managed personal orders for stores and customers Worked on embroideries and digital prints Worked with knitted waste Sourcing of organic fabric varieties like bamboo and corn
(METHODOLOGY)
Forecast study International collection review Inspiration image Idea generation Elements to add Reference images- silhouettes, embroideries, prints, trims, slogans Boards- silhouettes, embroideries, prints, trims, slogans Final concept note Sketches/Illustrations Discussion/Selection/Modify Pattern making Sample sourcing Print and embroidery samples Final sourcing
Sampling Costing Final production
The design process followed in Doodlage was very similar to what we learn and apply in our academic projects. The trend forecasts and international collections are reviewed for inspiration. Once an inspiration for a collection strikes, everyone in the design department sits together and has a discussion on it. Everybody share their views and all ideas are welcomed. A lion’s share of time goes into sketching the whole concept, parallel to which reference images and mood boards are prepared. All the sketches are placed on a table from where the silhouettes and details are finalised. The same is synchronised with the colour schemes, prints and/or embroideries. All required modifications are done in the sketches and final illustrations are prepared, copies of which are given to the pattern master. While the patterns are being made, sourcing for the sampling starts. After the samples and test fits, a costing sheet is prepared. Adjustments are made, if any. At last, the final production starts along with its social media marketing.
(PROJECTS UNDERTAKEN) PROJECT- 1 Brief To follow the design process and plan a collection for the Lakme Fashion Week, Winter-Festive 2016 Objective To understand the process that is followed in a design studio to create a collection (ramp and stall) for a fashion week Methodology - Concept is built along with the reference images - Trend forecasts are studied and elements are picked - Boards are created by selecting pictures depicting forecasted trend - Layout is decided for board representation - Text created explaining forecasted trend - Sketches and illustrations drawn, modified and finalised - Sourcing, sampling and final production
(HOPSCOTCh)
Figure 2
It is said that we all have a little child inherent in us. Whatever age we may be, there is a part that is playful and childlike- one that doesn’t care about imperfections and stains. This collection is inspired by that inner child present in all of us. One of the basic principles behind what we do at Doodlage is to work around imperfections. A little bit of our signature patchwork, a placket detail here and an extra pocket there- We work around an imperfection by highlighting it. Through this collection, we aim to increase the per square meter percentage of fabric used, while drastically reducing the amount of post-production waste created. Thus the silhouettes are predominantly boxy and straight, utilizing the entire width of the fabric except the selvage. The collection is a visual amalgamation of childhood elements like brushstrokes, sketches, paint splatters with quirky quotes, boxy and straight silhouettes. It is a paradoxical representation of the child and the independent woman.
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PROJECT- 2 Brief: To follow the design process and design surfaces (prints and embroideries) for a collection for the Lakme Fashion Week, Winter-Festive 2016 Objective To understand the process that is followed in a design studio to create prints and embroideries and make them aesthetically compatible with the silhouette and colours Methodology - Concept is built along with the reference images - Trend forecasts are studied and elements are picked - Boards are created by selecting pictures depicting forecasted trend - Sketches discussed, modified and finalised - For digital printing, soft copies prepared on Adobe Illustrator - Sourcing, sampling and final production
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PROJECT- 3 Brief To follow the design process and create press kits and give aways for the Lakme Fashion Week, Winter-Festive 2016 Objective To understand the process that is followed in a design studio to create give aways for the media and friends of Doodlage Methodology - Ideas are shared along with the reference images - Sketches and illustrations drawn, modified and finalised - NGO Visit- Samarpan Foundation - Sourcing, sampling and final production
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(LEARNING GOALS AND OUTCOMES) THE FUNCTIONING AND WORKING CONDITIONS OF A DESIGN STUDIO A design studio is a completely different environment as we experience in our college. The working conditions, timings, functioning, everything was a form of learning. ENHANCING COMMUNICATION SKILLS AND WORKING IN A COMPANY WITH DIFFERENT PEOPLE A good communication skill is not just required for customers and brands but also for the workers, to explain them our idea and for the market people for negotiation. THE USE OF SKILLS AND KNOWLEDGE GAINED IN THE UNIVERSITY Students often crib about what is being taught in colleges. After interning we were actually thankful for all that we’d learned. From software to creative thinking skills, everything was fruitful.
ORGANISING PROJECTS The studio and all the projects were usually in a mess. Meeting deadlines made us organised students, personally. Keeping records of shoots, couriers, and expenses was what we did parallel to all the other work THE INFLUENCE OF FUTURE CAREER PLANS Working with a sustainable brand has made us more sensitive towards slow fashion, recycling, upcycling and the concept of zero-waste. As a designer we would be gratified to work with such labels SKILLS AND KNOWLEDGE THAT MIGHT BE IMPROVED TO WORK IN A PROFESSIONAL ENVIRONMENT Although we learn and develop the necessary skills and knowledge while working in an organisation, there are several things that we could improve already.
(CONCLUSION)
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The internship at Doodlage was a complete package to industrial knowledge. It imbibed punctuality, time management, communication skills and sensitivity towards sustainability, everything that is crucial for a design intern. The internship was not concentrated to one department or work. The designer gave us a chance to deal with all kinds of work, which contributed further to our refinement. The best part about the internship was how we were given an authority along with every responsibility. This made working easy and motivated to give our best. To succeed in designing, sharing of knowledge, ideas and opinions is important. Doodlage has given us a platform to do that. There is still a lot to discover and improve. At last, this internship has given new insights and motivation to pursue our efforts towards sustainability.  
(BIBLIOGRAPHY)
All the information in the document is taken from genuine sources like the designer herself, the employees or from the following websites: www.facebook.com/doodlage www.notjustalabel.com/designer/doodlage www.ecouterre.com/indias-doodlage www.instagram.com/doodlageofficial
(iMAGES USED) Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Figure 8 Figure 9 Figure 10 Figure 11 Figure 12 Figure 13 Figure 14 Figure 15 Figure 16 Figure 17
Taken from Facebook page Self Clicked Taken from Danila Gregis’s Milan Fashion Week SS-2015 Taken from Instagram Self Clicked Self Clicked Self Clicked Self Clicked Self Clicked Self Clicked Self Clicked Self Clicked Self Clicked Self Clicked Self Clicked Self Clicked Self Clicked