The aim of this paper is to analyse contemporary transitions in the aviation industry in Sweden. We take a durational perspective to consider narratives as coordinating mechanism in sustainability transitions. We find that industry actors are constructing narratives for alternative aircraft fuels and technologies as they seek to maintain aviation's societal function whilst mitigating its climate impact. By reconciling memories of the past with their expectations for the future, narratives act to coordinate actors’ transition activities in the present. In this way, narrative are more than an initiator of transitions, but constitute paths in-the-making, highlighting the agency of actors in enacting change in the present and shaping sustainability transitions of the future.