KTJ: First of all please let us know about SAJA DESİGN history and success story.
SJ: SAJA is a corporate brand born in 1998 in the capital of eastern, by the founder M: SAMIR JAMAI art teacher, it was a concept to highlight Moroccan traditions whether architectural, clothing or cultural in interior decoration, furniture design and clothing, convinced by the traditional conceptual richness and its power of existence for centuries in the culture of Morocco.
SAJA BY SAMIR JAMAI is a philosophy of a conceptual accumulation rich in human values, based on fundamental principles of art and craft.
The goal we had in creating our brand was the transmission of heritage traditions from one generation to another and to make everything planned and well thought out in order to have a sublime result and ensure the customer quality work with products from the Good choice.
So it is for this reason that we have decided to collaborate with certain people with skills and both have a particular know-how or professional mastery in their field, whether craftsman or professional and work in perfect harmony thanks to daily dialogue. For each new creation… SAMIR JAMAI
Since 2015, the year of the creation of the brand dedicated to SAJA clothing and which has become an international franchise, our challenge is to find a smile of joy and well-being for all women through our clothing, cosmetics and accessories products, to this is why we work with associations and cooperatives of rural women for a noble objective, social development, and the establishment of production units for products of local origin guaranteeing production more suited to the needs of women with local raw materials recognizable in its environment.
We are also a company that is constantly evolving, our main asset is the quality of the diversity of our products inspired by its native place.
The majority of women around the world trust the benefits of our products. We consider our customers as partners in our development objectives.
Successes are not the turnover achieved or the profits collected, of course we have been elected in several fashion events or meetings, but our success is when we feel the satisfaction of our customers. SAMIR JAMAI
Indeed, in addition to these lofty aspirations and passion for creative expression, the company is driven by a desire to use events to stand the test of time and gain public approval.
Not so long ago, a serious new social sector called “intangible heritage” appeared in the world, and Samir Jamai’s SAJA seeks to emphasize its human component, demonstrating that heritage is preserved through the transfer knowledge, skills and talents possessed by the bearers. Of a particular culture.
However, the company’s activities expand: they represent modern global trends of multiculturalism. This brand also has a socio-cultural dimension: SAJA by Samir Jamai motivates traditional artisans and encourages them to engage in income-generating activities through craft associations and cooperatives, and also highlights and develops the characteristics of the culture of their country, With a voluntary commitment to the protection of the environment.
Samir Jamai: I have always been extremely sensitive to beauty and have an artistic approach to art. I devoted several years to the study of plastic arts and I received professional training in the field of decoration and design.
I started my career in this field by developing projects in the construction sector, especially interior design, I focused on projects that really interested me and allowed me to apply my skills and channel my energy to transmit this passionate love for art and design, as well as for style, trends and craftsmanship.
While working on my projects, I tried to present many trends, often associated with the notions of simplicity, warmth and harmony in the spirit of modernity, but nevertheless reflecting the true Moroccan culture. Above all, I tried to match my ideas to the needs and tastes of consumers and current trends.
In pursuit of my goal, I created the SAJA DESIGN brand – an interior design creation company in the Moroccan style. Working on projects all over the country and abroad, SAJA DESIGN tight-knit team of talented professionals treats each project with passion and responsibility, whether related to planning, culture, art, painting, decoration, design, cultural or other events.
My desire to decorate allowed me to create various models, especially for furniture and decoration, but I was always looking for my ideal, which would bring me satisfaction.
So, after years of work and developing ideas, I arrived at my own style, full of emotion, which conveys both art and functionality, while maintaining perfection of form and meeting the criteria of aesthetics and simplicity.
When creating the SAJA by SAMIR JAMAI brand, my goal was to offer the customer quality products and a variety of choices.
We have chosen to work with people who have the required skills and expertise in certain areas. Our goal was to create synergy by sharing experiences and permanent communication for the realization of each project.
SAJA mission is to show the world the beauty and uniqueness of traditional Moroccan clothing, local crafts, customs, with emphasis on knowledge, skills and etiquette, their description and their transmission, and the bearers of traditions who represent our rich and diverse culture. .
KTJ: Which kind of services do you offer to the textile and apparel sector in SAJA design?
SJ: SAJA belong to an Artist, A true artist cannot be content with just one service, because he enriches his creative services and skills every moment.
Textile and creative space for our brand, whether in clothing or furnishings, We design decorative fabric patterns, development of sewing style, and style of clothing adapted to an environment, and integrated the clothing heritage of a nation into a style more adapted to our days, we preserve the artisanal touch, creation of sofa furniture, armchairs, Moroccan living rooms with special fabrics in material and quality that respects the environment.
Use noble and durable fabrics.
KTJ: Sustainability and recycling is an important subject for textile manufacturers all around the world, what is the role of textile design in sustainability?
SJ: Already our SAJA conceptual philosophy takes an important part in sustainability, this is one more reason why we believe in traditional craftsmanship.
Certainly, Textile design plays an important role in the sustainability of textile products. It is indeed a key element for the design of sustainable and eco-responsible products.
Textile designers can thus design products that meet sustainability criteria by using recycled materials or by choosing materials that have a low environmental impact.
There are several noble and durable fabrics that you can use.
You can favor natural and renewable fibers such as organic cotton, linen, wool, hemp and bamboo. These fabrics are biodegradable and have a low carbon footprint.
You can also opt for recycled or upcycled fabrics which are made from existing materials and which reduce textile waste It is the role of a designer who has a professional conscience, They can also design products which are designed to last longer and are therefore less likely to be thrown away after a short period of use.
Finally, textile designers can design products that are easily recyclable or reusable, which reduces the impact design products that are easily recyclable or reusable, which reduces the environmental impact of these products.
It is therefore important that textile designers take sustainability criteria into account when designing textile products.
This can help reduce the environmental impact of the textile industry and promote more sustainable and eco-responsible fashion.
The Consciousness of the profession must be alive in each designer.
KTJ: Could you explain to us more details about Moroccan special and traditional cloth?
SJ: The best known fabric, Moroccan vegetable silk, is called “sabra”. It is used for many products such as floor mats, cushions, bolsters, bedspreads, sofa throws and costume jewelleryry.
Organic cotton is n also a raw material for Moroccan fabrics linen and wool a specific set of materials.
KTJ: What is special in Moroccan fashion and apparel design?
SJ: Moroccan fashion and clothing design are fields that reflect the diversity and creativity of the country. Moroccan fashion is characterized by a “modernity” that combines elements of tradition and innovation, local and global, Moroccan and worldwide.
Morocco, according to its geographical location, is like a tree that has its roots deep in Africa, nourished by African cultures, and its leaves thrown in Europe breathe trends, novelties and international cultures, of course, we preserve its cultural national identity what makes it special.
The particularity of Moroccan fashion and design consisting its Muslim Arab Amazigh cultures. Tolerance and a tool for the development of cultures.
Moroccan fashion includes:
– The **caftan**, which is a long, loose garment worn by women during ceremonies or parties. It is often adorned with embroidery, beads or sequins and comes in several styles colourers.
– The **djellaba**, which is a kind of hooded dress worn by men and women on a daily basis. It is made of light and comfortable fabric and can be plain or patterned.
– The **burnous**, which is a woollen cape worn by men over the djellaba. It is used to protect against the cold or the sun and can be white, black or brown.
– The **haïk**, which is a cotton or silk veil worn by women on the head and body. It is often white or beige and can be embroidered or printed.
– The **gandoura**, which is a long tunic with short or long sleeves worn by men and women. It is made of cotton fabric and can be plain or patterned.
These traditional clothes are revisited by Moroccan designers who bring them modern and design touches, such as fitted cuts, deep necklines, pants, skirts or corsets.
Moreover, this is what distinguishes the creativity of stylist Samir Jamai through our brand SAJA
Moroccan fashion is also inspired by Amazigh, Arab or Andalusian culture and uses various materials such as leather, silk, linen or cotton. Moroccan fashion is therefore a mixture of past and present, identity and openness, authenticity and originality.
With the recognition of this new sector called intangible heritage Or living heritage, SA-JA highlighted the human character and Show that the safeguarding of this heritage is also done by the transfer of knowledge which is in the hands of the bearers of traditions.
Moreover, our action is also part of a larger framework, that of the current major orientations, namely the impact of the socio-cultural aspect of our event with the highlighting of Moroccan women, it is in fact a question of stimulating and promoting the work of our Craftswomen in order to create income-generating activities through cooperatives and thus highlight the specificities of our country.
KTJ: What do you think about the potential of Islamic and modest fashion sectors globally?
SJ: The Islamic and modest fashion sector is booming around the world, with a growing demand for clothing that respects the religious and cultural tenets of Muslim consumers.
The next global trends will be oriented towards Islamic fashion products, I believe that in Europe we have come to a blockage of growth and creation because of several factors related to modern nudist culture and the vision of designers by dint of minimizing the fabric to cover the human body, there is nothing left to develop or create.
The return to the roots and traditions of clothing is the only refuge for a real designer.
According to a study by Thomson Reuters, the global Islamic and modest fashion market is expected to reach $368 billion by 2021, or 14% of the global fashion market. This sector offers interesting opportunities for creators, brands and distributors looking to diversify and meet the needs of a demanding and loyal clientele.
Islamic and modest fashion is characterized by clothes that cover the body elegantly and comfortably, without being too tight, transparent or low-cut. It encompasses various styles, ranging from the hijab (veil) to the niqab (full veil), via the abaya (long dress), the jilbab (long coat) or the caftan (loose tunic).
It also reflects the cultural and geographic diversity of Muslims, who live in more than 50 countries around the world. Thus, one can find oriental, African, European or American influences in Islamic and modest fashion.
Islamic and modest fashion responds to a social and spiritual demand from Muslim consumers, who seek to express their religious identity while following fashion trends.
It also represents a means of emancipation and affirmation for Muslim women, who claim their right to dress as they wish, without being pressured by Western norms or Islamophobic stereotypes. Islamic and modest fashion is therefore a complex and dynamic phenomenon, which testifies to the richness and creativity of Muslim culture.
KTJ: How do you evaluate Moroccan textile sector in general?
SJ: The Moroccan textile sector is a key sector of the national economy, which contributes to the creation of wealth and jobs. According to the Ministry of Industry and Trade, the textile sector represents 27% of jobs and 7% of industrial-added value, and around 15% of the country’s exports. The sector employs more than 200,000 people, mainly in the regions of Casablanca-Settat, Tanger-Tétouan-Al Hoceima and Rabat-Salé-Kénitra.
The history of the Moroccan textile sector goes back several centuries, when the country was a commercial crossroads between Europe, Africa and the East. Morocco has developed an artisanal tradition of weaving and embroidery, which has given rise to high-quality and diverse textile products.
At the beginning of the 20th century, the Moroccan textile sector experienced modernization with the installation of mechanical spinning and weaving mills. The sector then turned to clothing and clothing, taking advantage of the geographical and cultural proximity with the European market.
The Moroccan textile sector has undergone several changes over the past decades, adapting to changes in the international context and to the requirements of principals. The sector has thus banked on the diversification of its products, upgrading, responsiveness, innovation and sustainability.
The 2014-2020 Industrial Acceleration Plan has been an important lever for the development of the sector, by creating six ecosystems around denim, fast fashion, industrial distributors of national brands, knitwear, home textiles and textiles for technical use. SAJA is part of this development. These ecosystems aim to promote the local integration of the industrial fabric around leading companies, by encouraging mutually beneficial partnerships with SME.
The Industrial Acceleration Plan has also made it possible to support companies in the sector in terms of financing, industrial land and training.
The Moroccan textile sector has several advantages that give it significant growth potential. Among these advantages are:
– Geographical proximity to Europe, which allows rapid delivery and reduced logistics costs.
– The quality and diversity of Moroccan textile products, which meet the expectations of European consumers in terms of design, comfort and durability.
– The flexibility and responsiveness of Moroccan textile companies, which are able to adapt to fluctuations in demand and market trends.
– The experience and know-how of Moroccan textile operators, who have a qualified workforce and a dense network of subcontractors.
– The political and economic stability of Morocco, which offers a favourable climate for foreign investment.
The Moroccan textile sector also faces certain challenges to strengthen its competitiveness and resilience. Among these challenges, we can mention:
– Increased competition from Asian countries, which benefit from cheaper labour and greater production capacity.
– Dependence on imports of raw materials, which represents a risk in terms of cost and availability.
– The weak vertical integration of the sector, limits the local added value and the capacity for innovation.
– The low penetration of the African market, which nevertheless offers significant growth opportunities.
The Moroccan textile sector nevertheless faces several challenges, including increased competition from Asian countries, rising production costs, weak innovation and training, and dependence on imported raw materials.
To meet these challenges, the Moroccan textile sector must strengthen its competitiveness, quality and sustainability, by focusing on the modernization of equipment, the diversification of markets, the development of skills and the promotion of the Morocco label.
For example, Morocco launched the Industrial Acceleration Plan (PAI) in 2014, which aims to support the development of the textile sector through specialized ecosystems, support programs for innovation and training, and a communication strategy around Made in Morocco.
In conclusion, the Moroccan textile sector is a dynamic and strategic sector for the national economy, which has been able to develop despite the crises and changes in the world market. The sector has undeniable assets to position itself as a privileged partner of European clients, but must also meet the challenges related to competitiveness, integration and diversification.
KTJ: What is the reason for the increasing demand for African textile designs and trends globally?
SJ: African textiles are an area that has experienced remarkable growth in recent years. The patterns, colours and materials that characterize African fabrics are attracting more and more designers and consumers around the world. What is the reason for this increase in demand for African textile designs and trends globally?
There are several factors that explain this craze for African textiles. First of all, there is an awareness and appreciation of cultural diversity and African heritage. African textiles carry an identity, a history and a richness that seduce art and fashion lovers. Ensuite,
there is a search for originality and authenticity in a world where standardization and massification dominate. African textiles offer a variety of styles, patterns and techniques that allow you to stand out and assert your personality.
Finally, there is a desire to support the economic and social development of the African continent.
African textiles are a sector that creates jobs, incomes and opportunities for artisans, entrepreneurs and local communities.
African textiles are therefore a phenomenon that reflects both an aesthetic trend, an ethical approach and a political vision. It represents a way of promoting African creativity, diversity and solidarity in a globalized world.
KTJ: As you are a cultural activist in the MEA Region how do you evaluate the relation of clothing and apparel with old and rich culture in this region?
SJ: As a cultural activist in the MEA (Middle East and Africa) region and founder of the SAJA BY SAMIR JAMAI brand, I am passionate about preserving and promoting the cultural diversity of this region, it is a source of inspiration and creation.
One of the ways we express and celebrate this diversity is through the clothing and accessories we create.
As creative recognition and national and international awards, you will find several articles, interviews and publications on major fashion magazines and television such as MODA24, RT, FASHIONTIME, WITHOUTSUGARCOAT, IMCREATOR, FASON-CLUB, FASHION JOUDIES, MM-G , INTERMODA, etc.
My take on how clothing and accessories related to the ancient and rich culture of the MEA region.
Clothing and accessories are essential elements of the cultural identity of a country or a nation. They reflect not only the climate, natural resources, history and geography of a region but also its values. , its beliefs, traditions and aesthetics.
Clothing and accessories are means of communication, distinction and resistance. They can convey messages about a person’s social status, religious affiliation, ethnicity, or gender.
They can also express political demands, personal aspirations or artistic tastes.
The MEA region is known for its cultural richness and ethnic diversity.
It is home to ancient civilizations that have marked the history of humanity through their contributions in the fields of science, art, literature, philosophy or religion.
It has also experienced multiple influences over the centuries, due to migrations, invasions, trade or colonization. These influences have resulted in a variety of clothing styles and accessories that testify to the creativity and adaptability of the people of the MEA region.
For example, we can cite the caftan, a loose and long garment that covers the entire body.
It is worn by women in several countries of the Maghreb, the Middle East and sub-Saharan Africa. It has Persian origins and was introduced to the MEA region by Arab conquerors in the 7th century.
It then evolved according to local specificities, in terms of colours, patterns, embroidery or fabrics. The caftan is a symbol of elegance, refinement and nobility. It is worn during religious ceremonies or family celebrations.
Another example is the turban, an accessory that involves wrapping a long cloth around the head. It is worn by men in several countries in the Middle East and North Africa.
It has Indian origins and was adopted by Muslims in the 8th century. It then took on different shapes and colors depending on the region, sect or tribe. The turban is a sign of respectability, piety and authority. It can also be used to protect against the sun, wind or sand.
These examples show that clothing and accessories are more than just utilitarian objects. They carry meaning and emotions. They are the reflection of an ancient and rich culture that deserves to be preserved and valued.
As a cultural activist in the MEA region, I am committed to making this culture known and respected through my actions and my clothing choices as well as through SAJA’s collections, whether for clothing or decorative products.
