A sustainable fashion revolution is underway in Egypt. Sacer, a brand born from a fusion of passion, sustainability, and social consciousness, is rewriting the narrative of Egyptian fashion one stitch at a time. We had the pleasure of sitting down with May Kassem, the visionary founder behind Sacer, to uncover the inspiration and dedication fueling this groundbreaking venture.
Charting the Course of Sacer
As Kassem recounts the beginning of Sacer, it becomes evident that the brand’s inception was a culmination of years of longing for change. “The idea began a long time ago in 2005,” she shares. “But, then it got put on hold, and we started it again in 2018.” The brand was born from frustration with the lack of eco-friendly and ethically produced streetwear options in Egypt. May and her husband Ali, armed with a shared commitment to sustainability despite their unconventional backgrounds in psychology and medicine, embarked on a journey to fill this void in the market.
“We are not really related to the field. I am a psychologist, and my co-founder and husband are a medical doctor. Very far from the fashion industry.”
The passion behind the project did not originate from a lifelong passion for fashion. She used fashion as a tool to communicate a message. When asked why fashion, she simply answered, “We all wear clothes. We wear clothes to send a message about ourselves, about what we believe in to the world.”
Crafting Sustainability: A Mindset and a Mission
For Sacer, sustainability isn’t just a buzzword; it’s a way of life. Kassem emphasized, “Sustainability is a mindset”. Beyond the products themselves, it’s about reshaping perceptions and fostering awareness. Sacer does a lot of advocacy work to change the narrative. She explained, “It really is a mindset of how you change everything you look at and perceive to be sustainable”. From utilizing the finest organic Egyptian cotton to pioneering innovative upcycling practices, every design decision at Sacer reflects their unwavering commitment to sustainability.
Sacer has two main lines. The first uses organic Egyptian cotton, which is considered one of the finest materials in the world. The other line, which started years after, is an upcycling line. They use pre-consumer waste and turn them into enchanting designs.
“The design process is very different- it is reversed. You design based on what you have. It is a lot harder but it is worth it”.
Also, Sacer focuses on modular designs. Kassem explained, “In simple terms, it means that I have one piece and I can wear it two, three, four different ways. Not by styling, but changing its design.”
But Sacer’s mission extends beyond fashion; it’s a platform for social change. Mental health advocacy lies at the core of Sacer. The co-founders, May and Ali, are striving to destigmatize mental health and instill a sense of sacredness in every individual. “Mental health is very dear to our hearts”, she expressed. Kassem added, “We talk about fashion. But, people do not see that mental health is at the core of everything. If I am not ‘okay’, nothing else matters.”
“We want to be a one-stop-shop for everything sustainable and ethical”
The ‘Threads of Life’ Collection
One of Sacer’s most touching collections is the ‘Threads of Life’ collection, a collaboration with UNHCR and refugee artists. They took the designs of the refugee artists and used their designs in their first upcycled line. Through this collection, Sacer told narratives of resilience, shedding light on the journeys of refugees in Egypt. Kassem recalled an event under the same name, “Each person brought a piece of textile that meant a lot to them and talked about it”. She added, “It was very emotional – but not sadness”
Dispelling Myths About Sustainable Fashion
There are several misconceptions surrounding sustainable fashion, one being its perceived expense compared to fast fashion. While it may indeed cost more, it’s essential to understand why. Additionally, there’s a misconception that local brands should inherently be cheaper, which overlooks factors like locally sourced materials and fair labor practices.
“It is very important to us that everything we use is locally sourced.”
But, the higher price tag is justified by the quality, durability, and ethical production practices involved, including the use of organic materials and fair wages for laborers. Addressing another misconception, sustainable fashion is often perceived as dull, yet it can encompass a wide array of appealing designs. Also, there is a common belief that individual actions won’t impact the larger picture of sustainability, but every choice counts towards collective change, making a significant difference when multiplied across communities. Kassem declared, “One person does and will make a difference”.
The Fashion Liberation Collective
The Fashion Liberation Collective, founded by Nada Koreish two years ago, comprises designers, artists, and creatives within the fashion industry. While not exclusively focused on sustainability, the collective’s core mission is to decolonize fashion—a concept gaining traction not only in Egypt but globally.
“The idea of decolonizing fashion is not a new concept, but is growing in Egypt, the region and actually the entire world”.
The initiative challenges the dominance of Western fashion and seeks to reclaim a sense of cultural identity and autonomy in design. This collective is not only about clothing but also a nuanced exploration of political and cultural sensitivities. Through incorporating more Arabic text and patterns in their designs, the collective endeavors to assert a distinct cultural narrative and challenge prevailing Western-centric norms in the fashion industry.
Sustainable Fashion Alliance MENA
Sacer aims to foster collaboration and solidarity within the sustainable fashion community through initiatives like the Sustainable Fashion Alliance MENA. SFA, a collective of designers, emerged from a shared sense of isolation within the sustainable fashion industry in Egypt.
“The sustainable fashion industry in Egypt is a very isolating industry”.
Recognizing common challenges, the founding members sought to establish a supportive community where solutions could be found collectively. They set to support and encourage each other and solve common issues. For example, in sustainable fashion, mass production is not the norm, making it difficult to manufacture in small quantities within traditional factory settings. To address this, they proposed collaboration among members to utilize shared production lines. Additionally, they leveraged social media platforms to raise awareness about sustainable fashion through live talks and events. She explained, “The whole idea we wanted to create a group of people who are working or interested in working in sustainable fashion.”
