WHAT A WASTE!

What A Waste?

Waste isn’t just garbage. It’s a treasure trove of untapped potential. When managed thoughtfully, discarded materials can be transformed into something entirely new. Old textiles? They become striking fashion pieces. Plastics? Repurposed into durable essentials. Organic waste? The secret to lush, fertile soil.

At What A Waste, we see waste as the foundation for creativity, conservation, and a circular economy where materials find new lives instead of landfills. Sustainability, to us, isn’t a chore—it’s an opportunity to innovate, connect, and thrive.

A Fresh Approach to Sustainable Fashion

Sustainability is vital, yet phrases like “sustainable fashion” often sound dull or guilt-laden. The result? Disinterest and disengagement.

But what if sustainable fashion were different? What if it meant joy, creativity, and community? What if it were sexy, exciting, and transformative? That’s the story we’re here to tell.

Why Now?

The fashion industry generates mountains of waste, making it one of the most polluting sectors on Earth. People want change but feel overwhelmed by dire narratives and uninspiring options.

What A Waste exists to change the conversation. We make sustainable fashion approachable, empowering, and, above all, fun.

The Problem We’re Solving

For too long, sustainable fashion has been branded as unappealing—poor quality, uncreative, and heavy with guilt. People want to act but don’t know where to begin.

We’re here to bridge the gap.

The Solution: Sustainability Made Simple, Creative, and Cool

At What A Waste, we turn sustainable fashion into an engaging, hands-on experience. Through workshops, swap events, and collaborations with expert creatives, we make upcycling easy and exciting. It’s not about obligation—it’s about inspiration. Together, we’ll:

Learn: Master skills like hand-stitching, creative patchwork, and upcycling techniques.
Create: Transform old clothes into pieces that spark joy and turn heads.
Connect: Build a network of like-minded people who care about style and sustainability.

Upcycled fashion is no longer just "good for the planet"—it’s desirable, chic, and endlessly innovative.

How We Do It

Swap Events Trade pre-loved pieces in a buzzing, DJ-fueled atmosphere. Celebrate style, sustainability, and good vibes in equal measure.
Giving Days Distribute clothing to those in need while fostering a sense of community, care, and inclusivity.
Upcycling Workshops Learn to reimagine your wardrobe with expert guidance. Think bleach effects, patchwork, and stitching techniques that make sustainability a statement.
Responsible Recycling Clothing beyond repair? We ensure it's recycled responsibly, closing the sustainability loop.

Building a Community for Change

What A Waste is more than a project—it’s a movement. We’re building a network of creative minds, role models, and changemakers who are rethinking sustainable fashion. Our workshops empower participants to see potential in the old, spark creativity in the new, and walk away with the confidence to make a difference.

Sustainable fashion shouldn’t feel like a sacrifice. It should feel like you.

OUR TEAM

Milena Kravetz

Founder \ CEO

She brings a heartfelt passion for sustainability and creativity to everything she does. With a rich background in the fashion industry, she has always been driven to merge her love for art and design with a deeper purpose. As an international photographer (@milena_kravetz), a former brand founder, and an ambassador for sustainability projects, Milena has become a strong advocate for reimagining fashion as a force for good—one that uplifts communities, celebrates diversity, and protects the planet.
Her shift toward sustainability was inspired by years of working closely with UNICEF and UNESCO on impactful documentary and storytelling projects. With a Master’s in Fine Arts and the unique perspective gained from living in 35 countries, Milena approaches her work with compassion, creativity, and a global lens. Her organization is a reflection of her belief that fashion can be a powerful tool for building community, fostering inclusivity, and inspiring meaningful change.
Ida Antonsson

Business Consultant

She has a bachelor's degree in Business Administration and worked in sales, marketing and go-to-market strategy. With a passion for diversity, equality, and inclusion, she has spent the past 7 years volunteering and engaging with student politics, driving internationalisation, equality questions, and LGBTQ+ initiatives. She is pursuing an MSc degree at Católica Lisbon, focusing on leadership, strategy, and social entrepreneurship.
Sónia Sousa

Head Of Education

Known in the creative world as @vivian_hmd and @lady.maker, renowned as a visionary designer and tailor, she is deeply embedded in the sustainable fashion movement and has curated an impressive array of art exhibitions Her brand, @vivian_hmd, showcases Sonia's commitment to upcycling, transforming discarded materials into high-fashion pieces. Meanwhile, @the_ladymaker symbolizes a powerful platform for women's empowerment, championing female leadership and creativity in the fashion industry, one unique piece at a time. Through this project, Sonia seamlessly blends her dedication to sustainability and community engagement into Lisbon's vibrant cultural fabric. She inspires others by teaching creative and accessible upcycling techniques, serving as a powerful role model for sustainable living and a catalyst for community-building.
Sonia Gracha

Head of PR

With a background in Development and Globalisation studies, Sonia is deeply committed to environmental conservation and ethical practices in the fashion industry. Before joining What A Waste, she gained valuable experience in fashion and talent PR, logistics, and the film industry, refining her skills in media relations, brand strategy, and creative storytelling.
Sonia’s diverse expertise enables her to craft impactful campaigns that highlight the global importance of sustainable fashion.

HELP THE PROJECT!

What A Waste Merch Products

What A Waste merch products are crafted by the WAW team using machine embroidery to breathe new life into items collected at WAW events or generously donated. By purchasing from us, you’re not only getting a unique, handcrafted piece but also supporting our mission by helping us acquire essential tools for workshops and the association’s needs.

Find us at Pera Concepr Store R. Fernandes Tomás 65 67, 1200-178 Lisboa

ANOTHER INTERESTING PROJECTS DEDICATED TO UPCYCLING:

Re:Costura @recostura.lx

Encourage creative reuse of old clothes to transform waste into unique, sustainable fashion.
@m41.m

is a Portuguese pseudo-artist who unconsciously developed sustainable practices in his work. He perceives the streets as an inspiration and discarded items as the beginning of something new, each with a story and potential waiting to be unveiled. His approach is not just about recycling; it's a philosophical stance on valuing the overlooked and finding beauty and purpose in what society deems worthless. In 2022, when he coined the slogan "WHAT A WASTE," which he presented to this project too, this phrase is an emotional response to the neglect of objects and their inherent possibilities. It reflects a deep empathy for abandoned items, viewing them not as trash but as entities that have lost their way. Through his art and workshops, @m41.m's work invites us to reconsider our relationship with the material world, urging us to see not waste, but opportunity.
Tanya Fryer @tanyafryerart

Sustainable textile artist and painter
Wavyheads @wavyheads_

Sustainable handmade crochet hats. Bags and clothes created out of upcycled fabrics.
Tiny Attic @_tiny.attic_

Clothing (brand): handmade, upcycled, and secondhand.
ReCreate @recreate.pt

Upcycling Design: Creativity with rescued materials. Their bags are crafted from discarded advertising materials, turning waste into unique fashion statements.
Circular Economy Portugal @circulareconomypt

Non-governmental organisation (NGO): They achieve the circular economy using zero waste strategies, social innovation, and collaborative action.
Studio Karioca Upcycle @kariocaupcycle

Teaching the repairing clothes (Workshop, Hand sewing, Painting, Upcycle)
Dancers by Georgia @dancersbygeorgia

Upcycled fashion brand
Teiatrama @teiatrama

Custom Costumes, Bespoke Clothing, Sewing Classes
Diasmarcall @diasmarcall

Underground artist transforming upcycled clothing with a unique artistic touch.

CONTACT US!