Each April, Earth Month invites us to reflect on how our everyday choices shape the future of our planet. At the Centre for Entrepreneurship (CfE), this also means celebrating ventures that are driving meaningful environmental change. This year, the CfE is spotlighting Musey, a sustainable fashion company founded by Maheshi Wanasundara, an arts and science alumnus with a multidisciplinary background in biology, psychology, design and community leadership.
Musey reflects a growing movement in entrepreneurship that prioritizes mindful consumption, ethical production and circular design. Its mission closely aligns with CfE’s commitment to supporting founders who are creating positive change through innovation.
From Personal Experience to Purpose-Driven Venture
Musey’s story began with a personal turning point in Wanasundara’s life, which was during her maternity leave. She shares, “I was trying to find breathable, natural-fibre clothing for my baby—pieces that felt safe, culturally familiar, and ethically made. What I found instead were limited options that were either inaccessible, overly expensive, or disconnected from the people who made them.” Musey emerged as a response to this gap with hopes of reconnecting consumers to makers while promoting sustainability without elitism.
Sustainability as an Ongoing Practice
Musey approaches sustainability as a continuous process rooted in education and behavioural change. The venture focuses on slowing fashion systems and encouraging consumers to value longevity over trends. Its work includes supporting small-batch and artisan-made garments, prioritizing natural fibres and promoting repair and reuse. Musey also leads community initiatives such as Canada’s first community-driven Sustainable Fashion Week and collaborations with post-secondary institutions.
This work responds to pressing environmental realities. Today, the average garment is worn only seven to 10 times before being discarded, contributing to significant textile waste, which accounts for around 35 per cent of microplastics in oceans. By encouraging reuse and conscious consumption, Musey promotes a more circular and responsible fashion system. Wanasundara emphasizes, “Sustainability isn’t about perfection, it’s about intention.”
Honouring Culture and Supporting Artisan Communities
Through partnerships with Sri Lankan artisans, the venture draws attention to traditional practices such as natural dyeing, repair and slow production that have existed for generations. These collaborations have shaped how Musey operates today. The company emphasizes fair recognition and respect for cultural knowledge, ensuring that makers remain visible in the production process.
Wanasundara’s goal is to help shift how people think about clothing and its value. As she shares, “I hope Musey helps re-humanize fashion, so people see clothing as something made by hands, shaped by culture, and worthy of care.”
Moving Beyond Commerce to Collective Action
Beyond selling garments, Musey fosters education and collaboration through initiatives such as Runway Repurpose and Sustainable Fashion Week Canada. These initiatives bring together students, makers, and community members to explore sustainability through workshops and redesign projects.
By building partnerships with local organizations and supporting emerging talent, Musey demonstrates how entrepreneurship can create a collective impact. These efforts shift sustainable fashion from a niche concern into a shared cultural conversation, encouraging more accessible participation in environmentally responsible practices.
Earth Month and the Future of Fashion
For Wanasundara, Earth Month represents an opportunity for reflection and everyday action. She explains, “Earth Month is a reminder that sustainability is daily work, not a campaign.” This philosophy guides Musey’s focus on repair, reuse, and thoughtful consumption rather than encouraging constant purchasing.
Looking ahead, Musey aims to expand its role as a knowledge hub through education and youth engagement. The long-term vision is a future where wardrobes are smaller, garments are cared for and repaired, and consumers feel more connected to the people and processes behind what they wear.
Entrepreneurship for a More Sustainable Future
Musey exemplifies how entrepreneurship can address global challenges through creativity and collaboration. By integrating environmental stewardship, cultural preservation, and community education, the venture reflects the values at the heart of Earth Month and the broader CfE community.
CfE supports founders who are reimagining industries and building ventures that create meaningful impact. Interested in shaping a more sustainable future through innovation?
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