AMMAN — The Orenda Tribe uses art and storytelling to raise
awareness about crucial issues and to empower communities. The expansive
lifestyle and arts brand promotes advocacy through art and storytelling.
اضافة اعلان
“In 2015, I had been a full-time employee for 7 years, in different
fields such as logistics and operations. But I felt that something is missing
in my life, and this is not the career that I want,” Zaid Souqi, founder and
CEO of the company, explained in an interview with Jordan News.
Souqi’s journey to developing
Orenda Tribe started with his
master’s degree in Madrid.
While studying in Spain, he realized that his main goal in life
should be humanitarian. He took the next step of participating in a leadership
program in South Africa. For three months, he volunteered with a foundation
that cared for orphaned and vulnerable children in rural regions.
Souqi was inspired by the determination of the workers at the
South African charity and decided to establish The Orenda Tribe.
The Orenda Tribe is a lifestyle brand, founded in 2016 that supports
children by displaying their artwork on eco-friendly products.
Its mission is to empower communities through art. “We create
t-shirts, stories, apparel, accessories, educational coloring books, crafts,
and other products that are based on community issues and stories,” explained
Souqi.
“Regardless of language,
culture, and religion, art is a tool that connects communities,” the founder
said.
For every t-shirt sold, The Orenda Tribe enrolls a child in a
purposeful art session. In addition to selling eco-friendly products and DIY
kits, the organization conducts art classes and installs murals. Every purchase
helps The Orenda Tribe fund art activities in refugee camps and other marginalized
locations.
For every t-shirt they sell, the company enrolls a child in an
art activity that helps them express themselves creatively. (Photo: Huda Dabeet/Jordan News)
“Our mission is to raise awareness about significant issues and
topics to make a change, which is done in two ways: the first one, through
partnerships with institutions that serve the community, such as Save the
Children and others, and the second one is through retail, which is by creating
stories, products, and workshops,” said Souqi. “Currently, we are seeking to
create video games.”
Afnan Barqawi, Orenda’s co-founder and director of partnerships
and advocacy, is an architect by training and holds a master’s degree in
project management. She joined The Orenda Tribe at the beginning of 2018.
Afnan told Jordan News how The Orenda Tribe’s concept had
developed. “Everyone can
notice how the project has grown,” she said.
Barqawi explained that the chosen topics are based on the
communities. The main purpose of the organization’s projects is to use art and
design to improve children’s lives.
“We never impose the projects,” she said. “The community tells
us about the problems that they are facing, and what they want to develop and
change, and our role is to build up on the existing problems, to creatively
solve them.”
She added that their projects, such as decorating schools,
empower communities by encouraging children to connect with one another while
developing their social identities.
“It is so great to see how children interact with our products,”
she said.
According to Souqi, the Orenda Tribe team uses several
techniques to engage the youth in various issues and to help them develop
skills, such as communication, problem-solving, teamwork, and creativity.
Orenda Tribe sells eco-friendly apparel and other products from
its flagship store in Weibdeh. (Photo: Huda Dabeet/Jordan News)
The organization was not immune to the struggles of the pandemic. “Like others,
The Orenda Tribe has faced challenges during the COVID-19 pandemic,” said
Souqi.
“Throughout this period we have relied on the online sales
through our website, but on the other side we came up with the video games idea
when we noticed how the world is going digitally,” He added that they trained
Save the Children’s team in Lebanon and Egypt via video conference about how to
organize and hold workshops.
Orenda Tribe hopes to expand into the future beyond their
current artistic endeavors.
“Our goal is to create a
book series that include the same characters, raising awareness on many topics
such as the environment, and to build partnerships with multiple institutions
around the world,” concluded Souqi.
Read more
trending stories