Nojud Design Deep Dive: Kufic and Urdu script
Celebrating the rich cultural heritage of Islamic and South Asian culture through all facets of Nojud clothing, the inclusion of Kufic script, one of the oldest and easily recognisable forms of Arabic calligraphy, on the Revolution scarves, hoodies, and sweatshirts, is a nod to its prominence in Qur'anic manuscripts.
Scholars believe that Kufic calligraphy originated in the town of Al-Kufa in Southern Iraq; a medieval hub of culture and academia. Reaching peak prominence by the 9th century, the Kufic script became a popular sight on coinage as well as buildings.
One of the earliest known instances of this elaborate script dates back to 692 CE and can be seen inside Jerusalem’s Dome of the Rock, on a 240-metre-long Qur'anic inscription.
For Nismah, founder of Nojud, “I am the revolution” captures the passion with which our social enterprise supports our two charity partners in Pakistan, The Citizens Foundation and Orange Tree Foundation. “It’s reflective of choosing to be a change in the world,” she says. “You are the revolution when you wear these garments because you’re doing something different.”
The meaning is nuanced, however, and open to interpretation in whichever way the motif inspires a sense of empowerment, such as trying on new and different things, fashion-wise.
The inclusion of English, Urdu, and Kufic scripts which make up Nojud’s “I am the revolution” motif also stems from Nismah’s multicultural upbringing. “I’m Pakistani and speak Urdu, I’ve grown up in Qatar which is Arabic speaking, and I went to a British school where we all spoke English,” she says. “When I created the design originally, I was asked if the original meaning in Urdu, might be too assertive for the brand itself, as there are ‘softer’ ways of saying it. I stuck to the original phrasing of ‘I am the revolution’ because it is an assertion. We’re making a difference and we are the revolution. We’re making an active choice to change the way we think of things.”
The motif runs throughout the inaugural line, Nojud on the Street 2024, and will continue to appear in forthcoming ranges in the foreseeable future. Hoodies and sweatshirts will remain a part of each line but the colourways and Girih designs all over the products will change.
For Nismah, the design challenge was finding a way to incorporate all three scripts; English, Urdu, and Arabic. The English and Urdu took some adapting in conjunction with one another, as the visual impact needed to be there in order for the motif to retain a sense of significance. The final design showcases the circular English script with Urdu in the centre.
Scholars believe that Kufic calligraphy originated in the town of Al-Kufa in Southern Iraq; a medieval hub of culture and academia. Reaching peak prominence by the 9th century, the Kufic script became a popular sight on coinage as well as buildings.
One of the earliest known instances of this elaborate script dates back to 692 CE and can be seen inside Jerusalem’s Dome of the Rock, on a 240-metre-long Qur'anic inscription.
Ornaments and writing inside the Dome. Credit to: Virtutepetens
Of course, garments from Nojud’s Revolution line also feature Urdu script with the same words, “I am the revolution”, میں انقلاب ہوں , (transliteration: Mein Inqilab hoon). Stemming from the Persian alphabet - one of the world’s oldest languages, which used an entirely different script before moving to the Arabic alphabet - the standard Urdu script known today dates back to 13th century Iran.
I am the revolution close up shot on white fabric
For Nismah, founder of Nojud, “I am the revolution” captures the passion with which our social enterprise supports our two charity partners in Pakistan, The Citizens Foundation and Orange Tree Foundation. “It’s reflective of choosing to be a change in the world,” she says. “You are the revolution when you wear these garments because you’re doing something different.”
The meaning is nuanced, however, and open to interpretation in whichever way the motif inspires a sense of empowerment, such as trying on new and different things, fashion-wise.
The inclusion of English, Urdu, and Kufic scripts which make up Nojud’s “I am the revolution” motif also stems from Nismah’s multicultural upbringing. “I’m Pakistani and speak Urdu, I’ve grown up in Qatar which is Arabic speaking, and I went to a British school where we all spoke English,” she says. “When I created the design originally, I was asked if the original meaning in Urdu, might be too assertive for the brand itself, as there are ‘softer’ ways of saying it. I stuck to the original phrasing of ‘I am the revolution’ because it is an assertion. We’re making a difference and we are the revolution. We’re making an active choice to change the way we think of things.”
The motif runs throughout the inaugural line, Nojud on the Street 2024, and will continue to appear in forthcoming ranges in the foreseeable future. Hoodies and sweatshirts will remain a part of each line but the colourways and Girih designs all over the products will change.
For Nismah, the design challenge was finding a way to incorporate all three scripts; English, Urdu, and Arabic. The English and Urdu took some adapting in conjunction with one another, as the visual impact needed to be there in order for the motif to retain a sense of significance. The final design showcases the circular English script with Urdu in the centre.