What A Waste: Building circular fashion via clothing swaps, upcycling and responsible recycling

Sustainable fashion is more than a buzzword. It’s a revolution. What A Waste is an association, built by a community for a community. Based in Lisbon, this non-profit is redefining fashion in the age of fast fashion. It’s not a brand or store – it’s a dynamic, community-driven platform that’s fighting clothing waste with swapping, upcycling, and creative reuse. All while making sustainability feel inspiring, joyful, and accessible. 

Born from a collective desire to rethink how we interact with clothing, creativity, and waste, What A Waste started with photographer and creative director Milena Kravetz. But it didn’t stop there. It quickly grew into a collaborative project powered by local artists, volunteers, and changemakers. 

They don’t just host swap events – they foster a movement. They don’t just breathe new life into old clothes – they spark creativity and innovation. Their mission? To create a fashion world that’s circular, environmentally conscious, and radically inclusive.

A journey toward sustainable fashion

What sparked the creation of What A Waste Association? For Milena Kravetz, president of the association, years spent in the fashion industry led to a growing sense of disillusionment. 

“I began to see the disconnect everywhere – from how clothes were made to how quickly they were discarded. The lack of care for both people and the planet really hit me. I knew I had to be part of something that felt different,” Milena explains. 

Driven by a passion for fashion and a deep commitment to sustainability and community, Milena set out to change the game. As consumer awareness grew and innovations like recycled textiles and alternative materials gained traction, What A Waste Association was born – a collaborative, community-powered association with a clear purpose: to make sustainable fashion a space for creativity, expression, and environmental responsibility. 

Today, What A Waste Association is a hub for supporting local artists and businesses, where fashion is more than a trend. It’s a tool for change. One of the association’s key functions is to teach people how to sew, use sewing machines, and embrace techniques like embroidery and other creative methods to repair and transform their clothes. It’s not just about fixing items – it’s about making them more desirable than anything new you’d find on the rack. By empowering people to breathe new life into their wardrobes, What A Waste Association helps foster a culture of repair and reinvention

By embracing the circular fashion model – through swaps, upcycling, and responsible recycling –  the association helps keep clothes in circulation, reduce textile waste, and build a more sustainable future.

Step 1: Clothing swap events

Lively clothing swap events are at the heart of What A Waste. Attendees bring their pre-loved clothes and exchange them freely in a vibrant, welcoming atmosphere. The events often feature music from local DJs and collaborators, creating a festive and inclusive community space. While What A Waste focuses exclusively on clothing, they occasionally collaborate with other associations that host parallel book or art swaps. These events are a creative and joyful way to promote sustainability while connecting with others who share the same values.

Step 2: Giving back to the community

Giving back is a key part of What A Waste’s mission – not just through sustainability, but through education and support for those in need. The association runs upcycling workshops, where Sónia Sousa, Head of Education at What A Waste, holds sewing and repair classes that help the community gain practical skills and take better care of their clothing. 

Sónia is also part of Largo Residências, a socially responsible cooperative focused on local development through art, social inclusion, and solidarity-based initiatives. Thanks to this connection, some garments collected at clothing swaps are allocated to individuals in need, reinforcing the values of inclusivity, empowerment, and community care. 

Step 3: Upcycling with local artists

Clothes collected from swap events are transformed through a creative process in collaboration with fashion designers and artists. The goal is to challenge the perception that upcycled fashion has to look second-hand or unattractive. With the right vision and craftsmanship, upcycled garments can look and feel like brand-new pieces, often better than something bought off the rack. The result is sustainable fashion that is bold, high-fashion, refined, and full of character.

Step 4: Responsible recycling

For garments that can’t be upcycled, responsible recycling ensures that they are handled sustainably, closing the loop on the fashion cycle.

Step 5: Supporting the mission

Some garments collected at swap events are given a second life as What A Waste merchandise. Using machine embroidery and upcycling techniques, the team creates unique, handcrafted pieces that reflect the association’s creative spirit and commitment to sustainability. These items are offered for suggested donations, helping the association cover essential costs like tools, materials, and workshop supplies.

By sharing the merchandise at local events and markets, the team connects directly with the community and raises awareness about the mission behind every piece.

Overcoming the challenges of sustainable fashion

Running a sustainable fashion brand comes with its own set of challenges. The rise of fast fashion has created issues such as cheap, disposable garments that don’t last, leading to increased waste. Fast fashion garments are often not designed to last, so when they’re donated, they typically end up in landfills or are burned. That’s why it’s so important to create clothing that’s meant to last, and that can be easily repaired or upcycled.

Building a sustainable fashion brand isn’t without its hurdles. The explosion of fast fashion has led to an overwhelming supply of cheap, disposable garments designed for a quick turnover. These clothes don’t last, and when they’re donated, they often find themselves in landfills or are burned. The sheer volume of waste generated is staggering, and it’s why creating clothing that’s built to last and can be easily repaired or upcycled is crucial.

One of the biggest misconceptions about sustainable fashion? That it’s somehow gendered.

“Fashion should be about personal expression,” Milena says. “If a garment fits and makes you feel good, it’s for you, regardless of who it was originally made for.”

Sustainability isn’t a one-size-fits-all concept. It’s about creating fashion that’s durable, versatile, and inclusive for everyone.

The role of technology in sustainability

In the world of sustainability, technology isn’t just a tool—it’s a catalyst for change. For What A Waste Association, digital innovation plays a pivotal role in amplifying their mission and expanding their reach. While the association is deeply rooted in Lisbon, technology helps them connect with a wider audience, spreading their message of sustainability far beyond their local community.

“Technology has been essential in helping us grow, communicate, and spread our message of sustainability,” says Ida, a core team member at the association.

But it’s not just about connecting with people globally; digital tools also enhance the experience for those attending local events. Digital payment solutions, like myPOS, have proven crucial in making the donation process smoother and more inclusive.

“Having a card terminal at our events makes it easier for people to donate on the spot. Not everyone carries cash, so this helps us make the donation process more accessible and support the project in a sustainable way,” explains Milena.

By embracing technology in practical ways, What A Waste Association is making sustainability more accessible, modern, and impactful—connecting with more people and creating lasting change in the community.

The future of sustainable fashion and the circular economy

Sustainability is a journey, not a destination. And at What A Waste Association, the team is just getting started. As they continue to champion upcycling, creativity, and community engagement, they’re not just making a statement about fashion – they’re shaping its future.

“We want to show people that fashion doesn’t have to be a guilty pleasure. It can be sustainable, fun, and, most importantly, accessible. Together, we can create a world where fashion isn’t about fleeting trends, but about making a real, lasting positive impact on the planet,” concludes Milena.

Through bold events, creative workshops, and a powerful circular economy, What A Waste Association is sparking a movement toward a fashion industry that values sustainability, creativity, and inclusivity over fast-paced consumption. The future of fashion? It’s not just about what we wear – it’s about how we wear it, how we repurpose it, and how we build a world where fashion and the planet coexist in harmony.