Q&A with Sustainable Narrative

Growfish.co has recently partnered with Sustainable Narrative – a digital and design platform that provides green solutions to businesses in Dubai, UAE. We caught up with the amazing founder of Sustainable Narrative, Najia Qazi to talk about design theory and the future of eco businesses.

Sustainable Narrative is a community organization – can you tell us more about what that entails?

At Sustainable Narrative, our aim has always been to create awareness by providing sustainable design-based solutions to various incubators, design hubs & think tanks in Dubai, UAE. We are trying to incorporate the regenerative business mindset that includes the process of restoration, renewal of the current resources and creating sustainable systems that integrate the needs of society with the integrity of nature. The premise has always been the circular design theory. This concept recognizes the importance of the economy needing to work effectively and efficiently at all scales – for large and small businesses, for organizations and individuals, globally and locally. Transitioning to a circular economy does not only amount to adjustments aimed at reducing the negative impacts of the linear economy. Rather, it represents a systemic shift that builds long-term resilience, generates business and economic opportunities, and provides environmental and societal benefits. 

When you launched Sustainable Narrative, who was it primarily set up to help? 

Sustainable Narrative was set up in 2018 to help businesses, organizations, and communities to create a sustainable future. There was a gap in the UAE market wherein the concept of sustainability was practically missing. We gradually began to question how the entire design system worked in the current fashion industry and decided to find and provide green solutions for glaring issues such as the unfair pay gap, high rate of production leading to overconsumption, and excessive wastage of resources etc. Our founder, Najia Qazi, and the team started to think of fresh ways to tackle the issues at hand with constant brainstorming sessions on key topics within fashion and design. This eventually led to chalking out effective plans for a sustainable industry. 

Our aim has always been to promote the concept of sustainability, not just as a popular or current trend; but rather as a lifestyle worth embracing, which is most needed in the walks of design or fashion.

Do you think sustainable brands sometimes struggle to ‘sell’ themselves and communicate who they really are? 

Firstly, we need to understand that it’s nearly impossible for a brand to be 100% sustainable. Businesses need to incorporate the 3Ps rule that is people, profit, and planet to achieve ethical and sustainable goals in the competitive market. 

For effective collaboration and communication, sustainable brands need to take a step forward to incorporate a radical transformation in their business mindset and structure that is by working together with the current industry by showing commitment and innovation. Also, we need to evolve from just reducing our impact to making a positive impact, but this can only happen if we all work together through effective collaborations and teamwork and continuous research and exploration into the realms of sustainability. 

However, the primary focus for business is to start thinking of fresh ways to tackle the issue of transparency and to communicate, educate and invest in the circular design theory approach by embracing Sustainable alternatives within the design industry.

What is the greatest challenge you have overcome at Sustainable Narrative? 

At Sustainable Narrative, we usually reach out to like-minded individuals and companies who are also keen on making an impact in sustainable development, particularly in fashion and design.  

We believe that a new mindset for business, especially in UAE itself, is a challenge – convincing organizations to incorporate the circular design thinking approach that can further help their businesses to explore new ways to create sustainable, resilient, long-lasting value. We hope to bring together a business community and its sustainability-driven goals and initiatives under one umbrella, not only in the UAE but also in other parts of the world. 

But the good news is that UAE is slowly and gradually working towards being more eco-friendly by 2050 and has started to invest in clean technologies and sustainable development. As we continue exploring financing green investments, seeking alternative energy sources, and lowering carbon emissions as solutions, the writing is irrevocably on the wall for anyone with a conscience – the time to act is NOW.

Can you give us your top tips for making a business more sustainable from the inside? 

The changes that need to happen are already underway; we have seen considerable growth in awareness of the issues and possibilities (new brands, technologies, and marketplaces) for sustainable fashion and design. And it would be great to see local or regional companies innovating on their business models, so they do not depend on people buying new things constantly to operate. That would enable us to shift away from fast fashion towards slow style, valuing quality over quantity, closing the loop or circular process. We really appreciate the creative ways that designers are closing the loop to ensure that a garment’s end of life cycle lasts beyond its first owner. One solution is designing from waste. Whether that’s designing with deadstock (fabrics and materials that are new but haven’t been used) recycled or pre-loved clothing and materials, many brands are looking at ways to design with the resources that we already have. 

The emphasis is often on businesses: how can they produce and promote greener products? However, the transition to a more responsible future must also involve both consumers and governments. It is becoming increasingly critical that governments promote environmental reform through regulation and policy. But an important question remains: to become truly sustainable, how must consumers’ lifestyles and consumption habits change?

Lastly, do you think the future of eco businesses is bright? 

We’re starting to experience an exciting time of change, especially in times of COVID, because there’s a fantastic sustainable movement happening across brands which are inspiring to see. We are seeing a growing demand for sustainable products as several local start-ups are now stepping into the game, with alternatives and trendier substitutes to existing choices, motivated by a desire to truly improve the environment for future generations. We have found that with the primary being the creation of a sustainable future, competition is replaced by harmony and collaboration. With the vision and mission are so aligned, the conscious community avoids the traditionally harsh competitive behaviour and relies on team building and communal efforts.

Sustainability is about protecting our future and being committed to change. Because we all need to play our part in helping and ensuring fashion is ethical and sustainable is an important part. We need to reinvent ourselves and co-create with nature and ethics to survive in the long run.

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For more information on how sustainability can positively impact your business. Get in touch with a member of the team at growfish.co