We caught up with MMW Collective’s Maya Weisswasser to talk conscious closets, timeless pieces, and how to dress like you actually mean it.

What if building your dream wardrobe had nothing to do with chasing trends — and everything to do with slowing down, buying better, and dressing with purpose?

That’s exactly the mindset behind MMW Collective, founded by fashion industry insider Maya Weisswasser. After more than a decade working in New York, London, Milan and Paris, Maya launched MMW to help brands grow with intention — blending design, sustainability, and storytelling in a way that actually makes sense for the planet and for real people.

With a sharp eye for timeless design and a deep passion for conscious business, Maya has created a platform that champions quality over quantity, and community over competition. In this conversation with We The Cool Magazine, she shares her take on what it really means to dress sustainably, how to spot greenwashing, and why fashion should be less about having more — and more about choosing well.

Spoiler: it’s not about being perfect — it’s about being curious.

We The Cool: In your opinion, what are the key elements of a sustainable wardrobe?

Maya Weisswasser: In my opinion, a sustainable wardrobe starts with intention. It's not about perfection or throwing everything out and starting fresh, but about building with purpose over time. The key elements include quality over quantity, choosing natural or low-impact materials, supporting transparent and ethical production, and caring for your garments so they last. A sustainable wardrobe reflects your real lifestyle needs rather than trends or impulses, a true reflection of who you are and how you choose to move through the world by having conscious decision making.

WTC: How can consumers balance style, quality, and ethics when making fashion choices?

MW: It’s absolutely possible to balance all three! but it requires slowing down and being more mindful. Starting by defining your personal style—what you actually wear and feel good in—so you’re not constantly swayed by trends or society. Then focus on quality: pieces that are well made, with attention to detail, and that will hold up over time. Finally, dig deeper—who made this piece? How was it produced? Ethics should not be an afterthought. When style, quality, and ethics come together, you’re not just buying clothes—you’re investing in your values. For example, ready-to-wear brand Edara which recently joined MMW Collective and is a beautifully hand made line made out of headstock fabrics in small production batches. The execution is incredible and the attention to details and crafts cannot be missed. Having garments of such create a strong essence of ownership - looking stylish, confident and with a piece that last.

*EDARA SS26 Collection via Instagram (@edarastudios)*

WTC: What advice would you give to someone trying to move away from fast fashion?

MW: Start by getting to know your wardrobe. What do you already have? What do you actually wear? Understanding this helps reduce the urge to constantly buy new. Then, shift your mindset from instant gratification to long-term value. Buy less, but better. Learn to care for what you own. And when you do buy, choose brands that are transparent about their practices and that align with your values. It’s not about never buying anything again—it’s about choosing better and more consciously for example checking the care labels of a product, ask questions before consuming same as we often do with food we consume.

WTC: What are some common misconceptions people have about sustainable fashion?

MW: One big misconception is that it’s only about the materials or by having climate change focus. While materials matter, sustainability also includes how something is made, how long it lasts, by who it is made and how we use and dispose of it. For example Jakhu Studio (Peru), Palorosa (Guatemala) and Sebastiao Lobo (Kenya) —also part of our collective—are all brands which focus on hand made production entirely while being involvement in communities around the world - by adding social community projects into their production, supporting local artisans and creating a brands based on community, craft and quality rather mass production for quick income. Slow production usually result in higher quality and in details which makes any product more special and long lasting.

Another is the idea that sustainable fashion is expensive or inaccessible—but often, buying less and wearing what we have more is the most sustainable step we can take, and that doesn’t cost anything. People also assume that one "sustainable purchase" fixes everything, but it's really about changing habits over time.

WTC: How can someone assess whether a brand is truly sustainable versus just greenwashing?

MW: Transparency is key. A truly sustainable brand will be open about their practices—not just marketing buzzwords but clear, measurable actions: where their materials come from, how they treat their workers, and how they address waste. If the information isn’t easily available, or if it’s vague, that’s a red flag. Look beyond the front page of their website. Ask questions. If a brand is doing the work, they won’t shy away from showing it. True sustainable brands (aside needed B Corp certificates factually) don’t show off their activities but do it as they truly believe in it and don’t use it as a marketing tool but as a core value in their business a good example would be Juslin Maunula from Finland which create beautifully made homeware and outerwear pieces from headstock from day one, despite not having B Corp participate, which important to note is hard to obtain rightfully, they practice fully on transparency and recycling of materials.

Another example is aim from Italy, which creates truly beautiful leather handbags all made by hand from Italian headstock leather, Anna Maria the founder and designer even reuses the little leftover pieces for her bags to create smaller leather goods so nothing goes to waste.

WTC: How does one balance the desire for newness with the need to consume less?

MW: Desire for newness is human. But it’s worth asking: what am I really looking for when I want something new? Often it’s inspiration, creativity, or a fresh feeling—not necessarily a new item. You can find that in styling what you already own differently, in repairing or altering a piece, or even swapping with friends. If you do feel the need to buy, choose something timeless and versatile. Newness doesn’t have to mean more—it can mean deeper connection to what you already have.

WTC: Can you speak about the role of timeless design in sustainability?

MW: Timeless design plays a critical role—it’s the opposite of trend-driven consumption. A well-designed piece that transcends seasons, that fits well and is made to last, naturally encourages slower consumption. Timeless doesn’t mean boring—it means thoughtfully made, versatile, and reflective of your personal style rather than fleeting trends. When we choose timeless pieces, we reduce the cycle of constant buying and discarding, and that’s a powerful act of sustainability.

WTC: How do you encourage people to invest in pieces that last?

MW: It starts with education—understanding the value behind craftsmanship, the cost of ethical production, and the environmental impact of cheap, short-lived fashion. I also encourage people to shift from thinking of clothing as disposable to something that’s part of your life story. When you invest in a piece, you’re investing in quality, in the people who made it, and in something that can serve you for years. It’s not just about cost—it’s about long-term value, both emotional and practical.

The next edition of MMW Collective is set to launch in January 2026, with a series of international pop-ups soon to be announced — taking their fresh mix of conscious fashion, community, and creative energy to new cities around the world.

Instagram: @mmw.collective

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