Introduction

Fashion has long been a symbol of personal expression and societal trends, yet the reality behind the industry is far less glamorous. Fast fashion, a multi-billion-dollar industry built on speed and consumption, has led to significant environmental and social challenges. As trends shift at breakneck speed, the cost of producing cheap, disposable garments has taken a toll on the planet—and people.

In response to this growing crisis, WHAT A WASTE Association, founded by Milena Kravetz, seeks to reshape the way we interact with fashion. By combining sustainability with creativity, the project aims to address the detrimental effects of fast fashion while fostering a community-driven solution. This venture is not just about reducing waste—it’s about creating a movement where fashion becomes a tool for positive social impact.

This report explores WHAT A WASTE through the lens of social entrepreneurship, analyzing its mission, activities, and the impact it’s making in Lisbon. It also draws on theoretical concepts learned in the course, offering insights into how social ventures can drive lasting change.

Overview of WHAT A WASTE

Association operates at the intersection of fashion, sustainability, and community engagement. At its core, the initiative aims to disrupt the unsustainable consumption habits perpetuated by fast fashion through a unique blend of creative expression, circular economy practices, and social responsibility.

The venture focuses on the areas:

1. Clothing Swaps and Events: WHAT A WASTE organizes vibrant clothing swap events where people can exchange garments they no longer need, ensuring that clothes get a second life rather than ending up in landfills.
2. Upcycling Initiatives: By collaborating with local artists, the initiative transforms old garments into fresh, creative pieces, giving them new value and promoting a sustainable fashion cycle.
3. Responsible Recycling: Beyond reuse, any garments that cannot be upcycled are responsibly recycled, ensuring that waste is minimized and resources are used efficiently.
4. Teaching People how to sew and use sewing machines.

These activities not only reduce waste but also foster a sense of community and collaboration among participants, showing that fashion can be both artistic and ethical.

Differentiated SolutionKey Causes Addressed

The fashion industry is entrenched in a cycle of overproduction, overconsumption, and waste. Brands like H&M, Zara, Boohoo, and Shein drive a culture of fast fashion, where trends come and go in the blink of an eye. These garments are designed to be short-lived, often discarded once the trend fades, only to be replaced by the next cheap, disposable item.

WHAT A WASTE seeks to break this cycle by offering a sustainable alternative that not only addresses waste but also promotes mindful consumption. The project empowers consumers to make conscious choices about the clothing they buy, wear, and discard, creating a ripple effect that spreads across individuals, communities, and the environment.

Target Audience and Focus

The target audience of WHAT A WASTE consists of individuals who care deeply about sustainability, fashion, and community empowerment. This includes eco-conscious consumers, local artists, and community members who participate in the clothing swaps and workshops. The indirect beneficiaries are the environment and the suppliers, as the initiative diverts clothing from landfills and offers an alternative to mass production.

WHAT A WASTE has consistently attracted those who align with its core values: sustainability, creativity, and community. These values transcend age, gender, and socio-economic status, making the initiative a cross-sectional movement that appeals to a diverse group of individuals.

Experience & Skills

Milena Kravetz’s extensive experience in the fashion and creative industries forms the backbone of WHAT A WASTE’s success. With a master’s degree in Fine Art and Sculpture, Kravetz’s expertise spans both theoretical and practical knowledge of art, fashion, and social impact. Her professional journey—ranging from documentary photography for UNESCO to leading charitable projects—demonstrates a deep commitment to positive change.

Kravez’s combination of artistic vision, entrepreneurial drive, and understanding of the fashion industry equips her to lead WHAT A WASTE with a unique perspective. She sees fashion not just as a product, but as a medium for creativity, empowerment, and social good.

Interests and Passions

Kravezt’s passion for sustainability and social impact is rooted in her personal philosophy of giving and community support. Inspired by the saying "A candle loses nothing by lighting another candle," she believes in sharing skills, resources, and knowledge to create a more sustainable world. This drive is evident in her work, where she channels creativity into initiatives that benefit both individuals and the environment.

Conclusion

WHAT A WASTE stands as a testament to the power of social entrepreneurship in creating meaningful change. Milena Kravetz’s venture highlights how fashion, when approached with creativity and purpose, can serve as a vehicle for sustainability, empowerment, and community engagement.

Through its innovative approach to clothing swaps, upcycling, and responsible recycling, WHAT A WASTE not only challenges the status quo of fast fashion but also inspires a collective movement towards more mindful consumption. The venture has proven that with the right combination of passion, action, and community support, it’s possible to make a significant impact on both the environment and society.

In the face of an ever-growing global fashion crisis, projects like WHAT A WASTE offer a bright, sustainable future. They demonstrate that change doesn’t always come from the top down, but can emerge from the grassroots level—where creativity, collaboration, and a shared vision of a better world can spark lasting transformation.

So people might choose WHAT A WASTE over competitors for several key reasons:

1. Unique Experience: The swap events provide a unique, enjoyable experience that combines fashion with entertainment and community engagement.

2. Community Impact: The partnership with community figures like Sónia Sousa enhances the social impact, directly benefiting those in need.

3. Creative Reuse: The focus on upcycling with Portuguese artists not only promotes sustainability but also supports local creatives, offering customers products that are both eco-friendly and artistically unique.

4. Environmental Responsibility: The commitment to responsible recycling demonstrates a serious dedication to environmental concerns, aligning with the values of eco-conscious consumers.

5. Economic Support: The initiative's involvement in local markets and its strategy to reuse and resell clothes help sustain its operations financially while promoting circular fashion.

What is your biggest struggle currently?

Answer:

Our biggest struggle currently is finding adequate space to store and separate clothes according to themes. However, Largo Residencias is constructing a new venue at Jardim de Bombardia to address this issue.

What has been the biggest surprise since you started?

Answer:

The biggest surprises since starting the initiative have been:

Positive Surprise: There is a significant interest in sustainable fashion.

Negative Surprise: Maintaining long-term commitment to sustainability practices is challenging as it requires continual encouragement and being a role model to build lasting habits.

Would you say that WHAT A WASTE has been able to stay on track to deliver on its mission?

Answer:

Yes, WHAT A WASTE appears to be successfully staying on track to fulfill its mission. The organization's influence in fostering sustainable thinking has manifested through the increased engagement in sustainable practices, such as purchasing from second-hand and vintage stores, attending flea markets, and selling old clothes on platforms like Vinted. These actions indicate a growing public shift towards sustainable fashion and a broader commitment to reducing waste, reflecting the organization's core goals.

WHAT A WASTE and similar entities can act as catalysts for integrating sustainability into various lifestyles and industries, making them effective role models in promoting sustainable living.

Are there any mistakes you look back at and regret? Any specific one you'd like to share?

Answer:

Are there any past mistakes that I regret? Absolutely. One specific mistake that comes to mind is losing the balance between giving and receiving. According to my philosophy on charity, you cannot give what you don't possess yourself—this includes time and energy. Therefore, I advocate for prioritizing self-care, akin to the advice given during airplane safety instructions: secure your own oxygen mask before assisting others.

For about a decade, I've tried to maintain this balance, but occasionally I still falter. When this happens, I feel depleted, neglecting to invest in my skills and professional network, and instead, I drain my personal resources. It has been a challenging lesson, but one that has significantly shaped my approach to personal and professional life, including charity and initiatives.

Written by Ida Antonsson

Sources

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European Parliament. Published December 2020. "The impact of textile production and waste on the environment infographics". European Parliament. https://www.europarl.europa.eu/topics/en/article/20201208STO93327/the-impact-of-textile-production-and-waste-on-the-environment-infographics (accessed May 14th 2024)

Francis, Gemma. Published November 2021 "Almost half of adults don't consider fast fashion's environmental impact, poll suggests" The Independent. https://www.independent.co.uk/climate-change/adults-fast-fashion-environment-pollution-b1949041.html (accessed May 17th 2024)

Greenpeace, Helle Abelvik-Lawson. Published September 2023. "How fast fashion fuels climate change, plastic pollution, and violence". Greenpeace. https://www.greenpeace.org/international/story/62308/how-fast-fashion-fuels-climate-change-plastic-pollution-and-violence/ (accessed April 1st 2024)

Ross, Emma. Published October 2021. "Fast Fashion getting faster: a look at the unethical labor practices sustaining a growing industry". George Washington University Law Brief. https://studentbriefs.law.gwu.edu/ilpb/2021/10/28/... (accessed May 16th 2024)