Dorotea Gale. Conscious consumerism

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Dorotea Gale. Conscious consumerism: Connecting consumers and makers

Year Founded:
Organization type: 
for profit
Project Stage:
$1,000 - $10,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Dorotea Gale is a brand focused on conscious consumerism. We make practical and daily items from traditional indonesian textiles. By providing the story behind each product, consumers can learn and support traditional culture and techniques and connect emotionally with the goods purchased.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

What if we know the story behind the items we buy? What if we contribute to maintain the culture of local communities in an era of mass culture?
About Project

Problem: What problem is this project trying to address?

Dorotea Gale addresses two problems: 1. Fast fashion and disposable cultures that disconnect consumers from the products, making very easy to replace them when there is no need. 2. Disappearance of traditional cultures and handmade techniques.

Solution: What is the proposed solution? Please be specific!

1. Connect consumers with the makers and cultures behind each product. When people know the story and meaning of a product, they tend to connect emotionally with it. The product is not a not a product anymore, but something precious and representative of something. That information leads to appreciate the product and to keep it longer. 2. To appreciate and encourage that form of art developed over centuries and part of the world's cultural heritage, Dorotea Gale turns traditional textiles into practical and modern items, because things become alive only when they are used. By promoting the use of handmade traditional textiles, we contribute to sustain the textile art and the weavers.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Every Dorotea Gale item is labeled with the origin and technique used to create its textile and comes with a QR code linked to the textiles section on the website. Every customer can easily trace the item they are buying and get to know the story behind it: how was the textile made and where, what culture represents and what's the meaning of it. That information adds an extra value to the item that will make an emotional connection between the customer and the product to appreciate it and keep it longer. It won't be a simply product anymore. That will empower the customer who will wonder for the same info in every other purchase, thinking about the people and culture being impacted by their purchase decisions.

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

Dorotea Gale is an established brand working with traditional Indonesian textiles. In less than a year we've managed to find a quality producer, textile supplier from East Nusa Tenggara (Indonesia) that supply us with textiles from weavers villages. We are working with a few retailers stores in Indonesia, Australia and the US. We are collaborating with a community of Sustainable fashion brands and our articles about traditional textiles have been published in an Indonesian magazine and The Huffington Post UK. We are promoting Indonesian textiles and their differents handmade techniques through social media and creating conscious followers. We keep expanding our social and business network on a daily basis.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

We'll source directly the textiles from the weavers villages in East Nusa Tenggara, Bali and Sumatra, in order to make a profile data base of weavers and dyers involved in the creation of our raw material. We'll add a new product line focused on natural dyes. We'll add textiles from other parts of the world in the years to come, specially from West Africa and Latin America. We'll keep spreading the knowledge to concienciate people about the importance of the product's stories to make a conscious purchase, We'll keep expanding our network of sustainable brands and look for collaborations.

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

We are having revenue from sales of our products to keep the business going. We are planning on raising financing to scale our production and marketing. We anticipate roughly $10.000 in total invested capital will be required over the next year to become cash flow positive.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

There are many companies working on conscious consumerism and promotion of traditional weave cultures around the world. But as far as we know, Dorotea Gale is the only one doing that in Indonesia. There are a few organizations focused on sustaining the textile art and weavers around the Archipelago, but not as brands selling finished products. There are also many Indonesian brands working with traditional textiles, but they lack the social responsability focus. The style and designs are quite different too.

Founding Story

After almost two years living in the country studying fashion design and writing a personal blog (in Spanish) exclusively about the techniques and symbolisms of Indonesian textiles, Dewi Cristina founded Dorotea Gale. While there were many brands doing handbags with traditional textiles, none of them satisfied her standards of quality or design, and they lacked the focus on conscious consumerism. Her background as a social worker made her found a more conscious brand, focused on good quality products but also in the story and impact they have both in the makers and the consumers, as they are a way of supporting and learning about other cultures through the textiles.


Dewi Cristina is the founder and designer of Dorotea Gale, who grew up in a blend of cultures and lifestyles between Europe and Indonesia. She has graduated from International Commerce, Social Work (with a Master on Communitary Social Work) and Fashion Design. She's been working in the venture full time for the last year.