We met with Heike Petersen Cunza, the founder of Wellicious, an eco-luxe and circular yoga-wear brand. Wellicious is the world’s first completely circular and Cradle to Cradle Certified® yoga-wear brand.
Please tell us about your sustainability journey and how you started Wellicious?
I was born in Germany, and I am a wife, mother, and business owner. I previously worked in PR and business management, and have always had a passion for luxury, high-quality and organic products.
As a child, I was inspired by my grandmother Maria’s commitment to living a sustainable lifestyle and my parents' two-decade-long residence in Eastern Africa, where they lived among the wonders of nature. I have always wanted to combine my love of yoga with the philosophy that style should not be at the expense of our planet.
It was at a 2006 trade fair in Paris where I found myself immersed in a small crowd of people who shared my dream of shaking up the fashion industry for the better. And so began my mission to combine my love of yoga with the philosophy that style should not be at the expense of our planet. I set up Wellicious in London in 2007 when sustainability was a vision shared by just a few in the fashion.
Please share more about the concept behind the brand?
Wellicious is a blend of the words: Wellbeing and Delicious. It means leading a sustainable lifestyle that you enjoy to the fullest.
Our yoga collection is inspired by the ocean and features classic designs in an array of complimentary blues to mix and match. Our flattering modern, minimalist designs are crafted with care and our attention to detail means your sports bras, leggings and tank tops will hold their shape, wear-after-wear, season-after-season.
Our clothes are made from ethically sourced, lightweight yet strong, silhouette-smoothing fabrics that are gentle on the skin, which means they allow you to move freely and with confidence through every pose. All our suppliers are from the EU and our products are also made in the EU, where standard working rights and environmental law apply.
What challenges have you faced in aligning your brand with sustainable practices?
At every step during the production, we have encountered challenges but we overcame them with a positive mindset and a can-do attitude.
Our eco-friendly luxury yoga brand is the world’s first safe, biodegradable, and circular yoga wear collection. Our pioneering Cradle to Cradle Certified® line is the result of six years of extensive sustainable material development research, resulting in numerous industry-changing breakthroughs, including the use of a new, non-toxic type of elastane.
It was our aim to build a company where we could manufacture durable and circular yoga products, reuse and recycle all materials and eliminate fashion waste and pollution. The idea of a transparent biodegradable yoga clothing line, safe for biological systems and which decomposes into nutrients for other organisms, seemed near impossible – but we dreamed and aimed big – and have succeeded in making that a reality.
How do you take your sustainable approach from business into your everyday life?
I am extremely conscious of my everyday choices, from where I buy my groceries, to my recycling routines, to how I educate my children on protecting the environment, and the brands I support. When we talk about sustainability, and if we are serious about it, we must be the change we wish to see. Leaving the world a better place is the least we can do for our planet.
What are your tips for consumers who want to become more eco-conscious?
I believe that sustainability is fun and easy. Small changes can add up to making big differences, so I encourage consumers to start being more mindful and aware about what they consume, looking at where their items have come from and how they are manufactured. While choosing compostable yoga wear may seem like a small step, it can lead to bigger change and innovation across the apparel industry.
Consumers are becoming increasingly aware of the effect of their purchasing on the environment, leading to growing interest in buying more sustainable products. And as consumer opinion prioritises social and environmental wellbeing, it can lead to exponential change!
We help consumers make positive consumption choices and prove that it is possible to look great whilst protecting nature. We believe in conscious consumerism, long-lasting design, and quality instead of quantity. We are continually working to improve our products to make them even more environmentally friendly and our footprint as small as possible.
When a Wellicious item is ready to be returned to the earth (thereby closing its materials’ loop), customers can send it back to us in exchange for a 10% discount on their next purchase. In doing so, we will ensure the biodegrading process is optimised with the help of a scientific team so that no trace of the item is left behind.
Finally, where can our readers find you?
Please stop by the Wellicious website to see our sustainable and circular yoga collection. We are on Instagram at @Wellicious, and on Facebook at @Wellicious.