Introducing SFW Hub: Canada
Introducing our Hub partner in Canada, hosted by Musey. We’re really excited to welcome them back for their second year as part of SFW!
We chat to Maheshi Wanasundara, the founder of Musey below.
For those who might not know, where are you based?
Maheshi: London, Ontario Canada
When were you established as a business?
Musey was officially established in 2020 during my maternity leave, born out of both necessity and inspiration. At the time, I was searching for breathable, sustainable clothing for my infant—something that aligned with both my cultural roots and environmental values. I found a few promising options through small vendors on platforms like Facebook, but they were costly, difficult to access, and often lacked transparency in sourcing and production. That moment was pivotal—it revealed a gap in the market for sustainable fashion that was both culturally inclusive and accessible.
My interest in fashion and sustainability has deeper roots, though. I’ve always been creatively inclined and deeply concerned about environmental and social justice. Having studied biology, psychology, interior design, and later community and social services management, I began to view sustainability not just as a trend but as a necessary framework for living and working. I realized how much the fashion industry contributes to waste, inequality, and overconsumption—and I felt called to be part of a solution.
Musey started as a platform to connect with other women, especially sole providers and creatives, many of whom were making incredible things but lacked visibility, marketing support, or a network to thrive. I began by curating and reselling handmade and upcycled pieces, mostly by BIPOC women and emerging designers. Eventually, this expanded into hosting Canada's first community-driven Sustainable Fashion Week with SFW, as a national platform that celebrates second-hand fashion, regenerative design, and cultural storytelling through clothing.
Today, Musey is not only a marketplace but a knowledge hub, supporting education and collaboration around sustainable fashion practices. We work with students, elders, artisans, and thought leaders to amplify stories, innovate with purpose, and advocate for equity in the fashion industry. My goal is to create an ecosystem where sustainability is not just about materials, but about systems change—honouring people, planet, and heritage through everything we do.
In short, Musey was built out of a moment of maternal love, layered with a deep commitment to sustainability and community resilience. It’s both a business and a mission—one that continues to grow and evolve as I do.
What is your background?
I came to the fashion space from a completely different background—my academic and professional journey has been rooted in biology, psychology, interior design, publishing, and community service. However, my connection to clothing and making runs deep through my family, especially my grandmother and mother. Growing up, I learned to sew by watching the women in my family mend clothes and make small household items. It wasn’t framed as fashion—it was a life skill, something practical and necessary. My grandmother never threw a garment out. When something started to show wear and tear, it became a rag, a floor mat, or something new entirely. This kind of resourcefulness was just part of our everyday life. Looking back, I now recognize how deeply sustainable those practices were, even though they weren’t labeled that way.
I never saw sewing or making as a career option when I was younger—it wasn’t glamorous or encouraged in the same way other paths were. Tailoring and mending went from being a necessity in our family to being seen as outdated or even “lame” as fast fashion took over. Ironically, those same skills are now seen as luxury, especially when it comes to custom fits, quality garments, or handmade pieces with story and soul. That contrast—between what we used to value and what’s now being commodified—sparked something in me. I saw a disconnection: between generations, between people and their clothes, and between fashion and sustainability. It pushed me to step into this space not just as a business owner, but as someone bridging past wisdom with present needs. So while I’m not a formally trained fashion professional, I consider myself a community-rooted maker, an advocate for mindful consumption, and someone deeply invested in rethinking what fashion can be when we center care, culture, and circularity.
Do you/ have you taken part in any other initiatives in the community?
Community service has been a core value in my life from a very young age. My earliest experiences began in high school, where—under the leadership of an incredible teacher—I helped co-found a student club focused on conscious media. One of our first initiatives was raising funds to build an accessible washroom for a local palliative care home. That experience showed me how even small groups can drive meaningful change when rooted in empathy and collaboration. Throughout my academic journey at the University of Toronto, I continued to volunteer and take on leadership roles in student clubs and societies, particularly those focused on social inclusion, well-being, and environmental stewardship. Moving often throughout my life, I found that volunteering became more than just service—it was how I built connections and found community wherever I was.
Even while working full time, I stayed committed to community involvement. I’ve volunteered in shelters, community health centres, and food banks, always drawn to spaces that support marginalized populations and address systemic barriers. Over the past decade, my contributions have shifted more into leadership roles. I’ve served on boards of directors and governance committees, supporting nonprofits and social enterprises in making strategic, equity-driven decisions that centre the people they serve. My work with Musey and Sustainable Fashion Week has also allowed me to blend grassroots community engagement with broader systems thinking, whether through public events, student-led projects, or storytelling campaigns that amplify underrepresented voices. It’s important to me that my work, both personal and professional, supports collective wellbeing and builds toward a more sustainable and inclusive future.
Have you participated in SFW before?
Yes, I was the founder and lead organizer of Sustainable Fashion Week Canada (SFWC) in 2024. I launched it through my social enterprise, Musey, as a community-driven response to the need for more inclusive, accessible platforms that center sustainability, circular fashion, and cultural storytelling, collaborating with SFW. We aim to grow it into a national initiative that brings together makers, students, educators, and changemakers across Canada. We’ve hosted thrifted runway shows, clothes swaps, community panels, and school-based challenges that spotlight local talent and climate-conscious practices.
What are your aims for taking part in SFW?
My aim in taking part in Sustainable Fashion Week (SFW) is to create a space where sustainability is redefined through culture, community, and creativity. I want to challenge the narrative that sustainable fashion is exclusive or expensive, and instead showcase how everyday people—especially from immigrant, BIPOC, and working-class communities—have been practicing sustainability for generations through mending, reusing, and storytelling through clothing. SFW is a platform to amplify those lived experiences, celebrate local makers and youth, and provide hands-on, accessible opportunities to engage with circular fashion. My goal is to build bridges between generations, disciplines, and regions across Canada—connecting students, artisans, secondhand sellers, and educators in meaningful ways. I also want to use SFW to educate and inspire action, not just on what we wear, but how we think about our role in the fashion system. That includes encouraging repair, reuse, collaboration, and ethical production while honouring cultural practices and community knowledge. Ultimately, I see SFW as a movement, not just a moment—and my role is to ensure that it continues to grow as an inclusive, impact-driven platform where everyone has a seat at the table.
Do you have any guiding principles that your organisation uses?
Yes—Musey and Sustainable Fashion Week Canada are grounded in a set of guiding principles that shape everything we do:
Community-Led: We believe real change happens from the ground up. Our events, collaborations, and projects are built with input from the community—especially youth, women, and equity-deserving groups. We prioritize participation over perfection.
Cultural Sustainability: We honour ancestral knowledge and cultural practices around mending, reusing, and storytelling through clothing. Sustainability isn’t a trend—it’s something our elders practiced long before it became a buzzword.
Accessibility & Inclusion: Sustainable fashion should be for everyone. We work to remove financial, physical, and systemic barriers that often exclude people from these conversations and opportunities.
Collaboration over Competition: Whether it’s students, makers, businesses, or nonprofits, we focus on building partnerships that uplift rather than compete. We believe in growing together.
Transparency & Education: We are committed to sharing knowledge, resources, and honest stories. From behind-the-scenes content to workshops and toolkits, we aim to make learning about sustainability approachable and ongoing.
Circularity with Care: We promote fashion practices that extend the life of garments and reduce waste—but with a strong emphasis on care: for people, for the planet, and for the histories embedded in what we wear.
These principles keep us grounded in purpose as we grow—and help us stay true to the communities we serve.
Are there any fun facts about you/ your team that you’d like to share?
Yes! Here are a few fun facts that show the heart behind our work:
Musey was started during maternity leave—I was breastfeeding my newborn while researching breathable, culturally rooted baby clothes. That’s when the seed for Musey and eventually Sustainable Fashion Week Canada was planted.
Our team spans different time zones, disciplines, and generations—from student interns in fashion and communications to aunties who’ve taught us traditional sewing, everyone brings something unique to the table.
We once styled an entire runway collection out of thrifted garments with first year fashion students, and the audience loved it. It reminded us that creativity doesn’t need to come from new materials.
Many of us are self-taught or multi-passionate—we come from backgrounds in science, mental health, publishing, interior design, and community work. Fashion brought us together through purpose.
Our meetings often include laughter, shared meals, and cultural storytelling, especially when working with students and newcomers—it’s part of how we keep the work joyful and rooted in community.
How would you recommend we can “Reclaim Fashion”?
To reclaim fashion, we need to return it to the hands—and values—of everyday people. That means shifting the focus from fast-paced consumption to care, culture, and community. First, we reclaim fashion by telling the truth about its roots. Many of us grew up in cultures where mending, reusing, and making clothes was simply part of life. Our grandmothers were sustainability experts before it had a name. Reclaiming fashion means honouring those practices—not erasing or rebranding them, but recognizing their value and passing them on. Second, we need to slow it down. Fashion has become so fast and trend-driven that we’ve lost our emotional connection to what we wear. Let’s make it personal again—through storytelling, visible mending, knowing who made our clothes, and investing in quality over quantity. We can also reclaim fashion by amplifying voices that have been pushed to the margins—BIPOC makers, youth innovators, community tailors, and newcomers with skills the industry often overlooks. Fashion should reflect the richness of our communities, not just what’s trending on runways or in big-box stores. Lastly, I believe we reclaim fashion when we see it as a tool for systems change—to challenge waste, celebrate heritage, promote economic justice, and inspire joy. Fashion doesn’t have to be extractive. It can be healing, expressive, and liberating when we choose to reimagine it together.
What piece of advice would you recommend to someone trying to change their fashion habits for the better?
Start small, and start with awareness. You don’t have to overhaul your whole wardrobe overnight—just begin by asking questions: Do I really need this? Who made it? Can I borrow, mend, or find it secondhand? One of the most powerful shifts is learning to slow down and build a deeper relationship with your clothes. Try mending something instead of tossing it. Wear what makes you feel good, not just what’s trending. Swap with friends, support local makers, or visit a thrift store with a creative eye. And most importantly—give yourself grace. Sustainable fashion isn’t about guilt or perfection. It’s about progress, curiosity, and care—for yourself, for others, and for the planet. Even one mindful choice at a time can ripple into something much bigger.
Which issue do you feel is the most important to address in the fashion industry?
One of the most urgent and overlooked issues in the fashion industry is cultural appropriation and the ongoing theft of traditional knowledge and designs—especially from Indigenous, Black, and global South communities. Too often, elements of culture—like patterns, techniques, or sacred symbols—are taken without permission, credit, or compensation, and repackaged as trends by big brands. Meanwhile, the original creators are left out of the conversation, and often can't afford to participate in the very industry that profits off their heritage. This isn’t just a design issue—it’s about power, extraction, and erasure. To truly build a sustainable fashion future, we must prioritize cultural respect, proper attribution, and economic justice. That means investing in and uplifting the original makers, supporting community-led design, and shifting from appropriation to collaboration and accountability. Fashion should be a tool for storytelling and healing—not theft.
What is your top tip for those new to consuming fashion sustainably?
My top tip is to embrace intentionality in every purchase. Before buying, pause and ask yourself: Do I truly need this? Can it be repaired, borrowed, or sourced secondhand? Making mindful choices helps reduce waste and supports a slower, more thoughtful fashion cycle. Remember, sustainable fashion isn’t about perfection—it’s about progress, one intentional step at a time.
You can learn more about Musey and Maheshi’s work here.