Sustainability in Egyptian Craftsmanship and Design; Towards a More Conscious Future
Egypt is gearing up for the COP27 conference in Sharm el Sheikh this year and the conversation around building a more eco-conscious future is taking center stage once more. But the issue of sustainability is a nuanced one with many facets and even more approaches. In this country of a hundred million residents, sustainability is no easy feat; thankfully, there is a powerful movement taking place, driven by people who share a common dream of a kinder, fairer future for our planet and its people.
So what do we mean when we talk about “sustainability”? There is of course the idea of being “eco-friendly”, of being kind to the environment, of taking only what we need and giving more than we take. Sustainability is, however, about so much more than just protecting our environment. There is more to preserve than just the planet.
Sustainability and ethics go hand in hand, something we discussed in our post about travel and tourism. Where and how we spend our money matters, it shapes cities and communities, it has the power to hinder or to encourage, and when we choose to purchase from sources that are neither fair nor kind, we encourage exploitation of both people and the environment. Most of us have heard or seen the phrase “Buy Local” by now, and thankfully many have adopted this as a personal motto. But it’s not just about buying local, we still need to pay attention to the businesses we’re supporting, to their practices and their missions, to the effect they have on the world around them.
The way we do business is changing, it has to. Unethical practices are becoming less and less tolerated by the public and by the consumer, so businesses around the world, including Egypt, are finding themselves faced with new challenges. How can we still make a profit while also enriching our environments, from natural to social and economic? How can we build a modern business while still preserving our heritage? These are questions we must all be asking ourselves, and there are a more and more brands and initiatives that have begun to implement this holistic approach.
We’re seeing amazing trends that are focused on reviving traditional knowledge and skills in an effort to preserve our older ways of life, ways that were already sustainable by nature. Everything from tent-making (kheyameya) and pottery to fashion and even architecture/interior design is being given new life. The artisanal and handicrafts industry in Egypt is in the middle of a spectacular revival, with strong support coming from above as well as below. The government is working hard to lend a hand, and both private and public initiatives are doing great work to keep these crafts alive.
We’re also seeing some fascinating innovations and collaborations coming onto the scene, bringing the old world into the new in the most beautiful and wholesome way possible. Traditional designs are being reborn with a modern twist, allowing those that produce these pieces to learn new techniques and, for some, paving the way to the global market. Initiatives and social enterprises are popping up left right and center with a mission to protect the environment, support local communities, and preserve our heritage, initiatives that are non-exploitative and that put people over profit.
One such initiative is Prof. Heba Handoussa’s El Nidaa (Egypt Foundation for Integrated Development). Founded in 2011, El Nidaa has been working tirelessly to promote Egypt’s amazing local handicrafts, with a strong focus on supporting and enriching the lives of women living in Upper Egypt. Last week, at the National Museum for Egyptian Civilization, El Nidaa held their very first fashion show, with some stunning designs inspired by our ancient Egyptian heritage, signing with the UNDP to extend the project for another five years.
For over ten years, El Nidaa has been working with the women and the youth of Qena, one of Egypt’s poorest areas, to help enrich the community and provide the women there with the skills and resources needed to produce a steady income. They offer the women a safe space from which to work, and an avenue through which they can sell what they so lovingly make, both here and abroad.
Through their amazing work, they’ve managed to provide a steady income for countless Upper Egyptian families. They’ve trained hundreds of women in the art of garment production, woodworking, weaving, pottery and so much more, valuable skillsets that offer these women not just purpose, but independence.
People like Laila Neamatalla, a fascinating jewelry designer and founder of Nakhla, are also working to preserve Egyptian crafts, with Neamatalla’s main focus being Siwan heritage. Younger startups like Up-Fuse are making beautiful products out of recycled materials, and brands like Fair Trade Egypt and Markaz make it a point to source all their pieces from the less privileged communities around Egypt.
More and more are we finding initiatives like these, initiatives that have found a way to build a solid and profitable business without the need to exploit the people or the land. It’s these initiatives that are going to change the world for the better, and it’s them that we should be supporting. So next time you consider buying something, be it a new item of clothing or something nice for the house, make sure you buy ethically and responsibly, only then can we look forward to the bright, sustainable future we’re all striving for.