#MOTHERMUSE Kate Carnegie
1 day ago
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1 day ago
·Driven by a deep passion for conscious living and contemporary design, Kate Carnegie founded MAAT World during Melbourne’s lockdowns after returning from an eight-year career in NYC as a Fashion and Creative Director. Having worked with global powerhouses like Nike, Adidas, Armani, and leading publications such as Vogue, SSENSE, and CR Fashion Book, Kate saw an opportunity to merge aesthetics with mindfulness.
MAAT was born out of a desire to create beautifully designed, sustainable yoga and Pilates mats that inspire balance in everyday life. Since its launch, MAAT has resonated with a global audience, building a loyal community that values intentional living, design, and well-being.
Kate’s philosophy is simple: “If we want to change the world, we must first change our world.”
Moving back to Australia in 2020 was a big shift for you. Looking back, how did that transition shape who you are today?
Yes moving back to Melbourne really was a fundamental change for me. I returned during COVID, which was such a time of uncertainty, but it also gave me the clarity and drive to launch MAAT World. I saw a gap in the market for luxury, sustainable yoga mats—something that aligned with both my values and my background in fashion styling and creative direction.
Taking that leap was one of the best decisions I’ve made. Melbourne’s lockdowns were intense, but they also gave me the time to fully immerse myself in learning new skills related to e-commerce. I spent over a year in developing everything from a business plan to product development, digital marketing, and even did a short course at RMIT for website development… I built MAAT World from the ground up. The transition shaped me into a more resilient and adaptable entrepreneur, and looking back, I’m grateful for that challenge because it set the foundation for everything MAAT World has become today.
You’ve had such an impressive career working with global brands and major publications—how did those experiences influence your approach to launching MAAT?
My time spent in NYC working in styling + creative direction taught me the importance of storytelling. I was fortunate to work on campaigns for global brands ; Adidas, Nike, Apple, Armani, Maybelline, and publications such as V Magazine, CR Fashion, Vogue, Document Journal.
These global brands + publications set a high bar for creativity, innovation, and design, and those values directly influenced how I approached MAAT World.
Working in such a fast-paced, high-pressure environment also helped me develop a strong sense of resilience and adaptability, qualities that have been essential in building a brand. I learned how to balance creativity with strategy, making sure every product not only looks great but serves a bigger purpose.
In launching MAAT World, I wanted to create something that not only felt elevated to what was existing on the market, but something purpose-driven, just like the brands I’ve worked with, while maintaining a connection to my values of sustainability and wellness. My previous career experiences has definitely shaped how I approached MAAT’s design, marketing, and community-building, ensuring the brand resonates on a global scale.
How do you balance aesthetics with sustainability in MAAT’s product design?
Our design philosophy is rooted in the idea that eco-conscious products can be stylish, contemporary whist environmentally responsible.
We achieve this balance by non-toxic , recycled materials such as PU and PET microfibre . The base of our Mats are made with natural tree rubber, utilising a process called tree tapping; which perseveres the life of the tree. Additionally, we repurpose plastic waste from the ocean, transforming discarded plastic bottles, telling a story of renewal and responsibility.
By merging sustainability with a thoughtful design process, we create mats that allow our customers to align their practice with their values—without compromising on style or performance.
You mentioned the importance of surrounding yourself with the right people—who has been instrumental in your journey so far?
Surrounding myself with the right people has been crucial in my journey with MAAT World.
I’m fortunate to have a close-knit group of friends who are business owners and entrepreneurs. Their insights and advice have been a huge help, whether it’s about running a sustainable brand or navigating the challenges of the wellness / fashion industry.
In addition to my core circle, I truly believe in the power of acquaintances for work introductions. Networking has opened doors to collaborations and opportunities that I might not have come across otherwise. Together, these people have not only shaped MAAT World but also helped me grow as a person and a business owner. I believe that success isn’t just about what you do, but also about who you surround yourself with.
How has building the MAAT community impacted you personally?
Building the MAAT World community has been a deeply fulfilling and transformative experience. Personally, it’s helped me connect with like-minded individuals who share the same values of sustainability, wellness, and mindfulness. Seeing people come together, not just to buy products but to support a shared vision of a more sustainable future, has given me a sense of purpose that I never expected when I first started.
The feedback from our community has been incredibly motivating. Knowing that the work we do resonates with people on a personal level has made me feel even more connected to my mission. It’s also a reminder that everything we create is bigger than just a product; it’s part of a movement that fosters positive change.
On a personal level, MAAT World has pushed me to grow in ways I hadn’t anticipated. I’ve learned to be more resilient, patient, and adaptable. But perhaps most importantly, it’s reinforced the idea that success is never just about what you accomplish on your own. It’s about the community you build and the impact you create together.
What’s next for MAAT, and what excites you most about the future?
Last week, we launched our collection of Reformer Pilates mats, as well as our incense range and mat cleaning spray. Looking ahead, one of the things I’m most excited about is opening our Melbourne showroom in the coming months. It will be a space for community events, wellness workshops, and influencer activations, embodying our values of wellness, art, design, and sustainability.
We’re also planning to launch a signature staple activewear line and continue to expand MAAT World overseas. What excites me most is continuing to build a global community that shares in our mission of wellness and sustainability. The future holds so many opportunities, and I can’t wait to see where this journey takes us.
If you could go back and give yourself advice at the start of your MAAT journey, what would you say?
If I could go back, I’d tell myself to trust the process and embrace the ups and downs of the journey. Building a brand takes time, and there will be moments of doubt. See each challenge as an opportunity to learn and grow.
I’d also remind myself to lean into my intuition more. Early on, I was often unsure about some decisions, but trusting my instincts has been one of the most important lessons I’ve learned. Lastly, I’d advise myself to ask for help sooner, something I often find hard doing. Importantly; surround yourself with the right people who want to support your growth and evolution, people that want to celebrate your wins.
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