While fast fashion imposes the pace of seasonal shopping, it is necessary to direct focus towards sustainable alternatives. It is precisely from such reflection that the NOSIVA application emerged – a digital platform that gives clothing a new opportunity and sustainable fashion a concrete space for growth. This month, we spoke with Nadira Sofović, scholarship recipient of the Hastor Foundation and one of the initiators of this inspiring story.
- How did the idea for the NOSIVA application arise – as a moment of inspiration or a process that developed over time? Could you also reflect on how your professional path shaped the vision for launching this project?
The idea for the NOSIVA application arose from a very simple, everyday situation: my partner Džejla Omerhodžić and I noticed how much quality clothing stands unused while people simultaneously keep buying new items. Through our conversations, the idea was born to create a local platform where clothing can find a new owner instead of remaining forgotten in the closet. It was not one “eureka” moment, but a process – from idea, testing, all the way to building the first version of the platform. I come from a technical-digital background, and Džejla from the business-organisational field, and precisely that combination of knowledge and approach enabled the project to come to life truly. From the beginning, we built this together as a partnership project.
2.NOSIVA is described as a place where clothing “continues its journey”. Can you explain how that philosophy influences the design and functions of the application?
That sentence is actually the foundation of the entire NOSIVA concept. From the beginning, we did not want to create just another listing platform, but a place with a clear message – that clothing does not have to end its life cycle after one owner. Many pieces are still quality, preserved, and wearable; they simply need a new person. That philosophy directly influenced the way we designed the platform: the focus is on simplicity of posting clear photographs, realistic condition of the item, and direct communication between users. Additionally, brand communication is positioned so that it does not speak about “old clothing”, but about extending the story of a garment. In that way, we also change the way people perceive exchange – not as a compromise, but as a smart and responsible choice.
- How do you currently see the sustainable fashion market in Bosnia and Herzegovina and the region?
The sustainable fashion market in Bosnia and Herzegovina and the region is in a phase of awakening. There is interest and awareness, but infrastructure and specialised digital platforms are still developing. We notice that young people increasingly think about smarter shopping, price, quality, and environmental impact, but they need a simple platform to truly practice it. Second-hand shopping is no longer a stigma as before; especially in urban environments, it is becoming a trend and a lifestyle choice. However, a large part of exchange still takes place in an unorganised way, through messages, groups, and informal channels. NOSIVA enters here as a structured, local solution. We believe that the region has great potential for the growth of circular fashion, but it is necessary to combine technology, education, and a good user-experience story – not only an idea, but a practical application.
- What is the biggest obstacle in popularising sustainable consumption among young people?
The biggest obstacle is a combination of habit and perception. Fast fashion has for years built a culture of fast and impulsive shopping – always new, always cheap, always available. In such an environment, sustainable consumption is sometimes wrongly perceived as a more complicated or less attractive option. That is why I believe the approach must be different – not through pressure and moralising, but through value. When you show young people that through exchange, they can obtain quality and unique pieces, save money, and at the same time make a more responsible choice, acceptance comes much more easily. Through NOSIVA communication, we try precisely that – that sustainable fashion does not appear as renunciation, but as a smart, modern, and practical lifestyle.
- What are the biggest plans for NOSIVA this year?
In the coming period, our focus is on technical and functional improvement of the platform. We plan to introduce safer payment models within the system, additional mechanisms of trust between users, as well as cooperation with delivery services so that the exchange and purchase process becomes safer and simpler. We are also working on further development of the mobile version of the application and expanding the user base through partnerships and media collaborations. Our goal is for NOSIVA to grow from a platform into the standard place for clothing exchange in the region – not only as a trend, but as a habit.
