What if the clothes we wear to feel good in our bodies could also be better for our health and the planet? It’s a question at the heart of Wellicious, the luxury London based yoga and activewear brand founded by Heike Petersen Cunza. With a focus on non-toxic materials, circular design and responsible European manufacturing, Wellicious is challenging the conventional fashion industry and rethinking what luxury really means.
From pioneering more responsible fabrics to achieving Cradle to Cradle Certified® Gold and earning the Positive Luxury Butterfly Mark, Heike’s journey is driven by a belief that fashion should do more than look good. We caught up with her to discuss her career, the challenges of building a sustainability-led business, what she is most proud of and her vision for the future of yoga and activewear.
Hi Heike! Can you tell us about your role at Wellicious and how it all began?
As the founder of Wellicious, I am involved in shaping the brand’s vision, from product development and material choices to our sustainability strategy and how we communicate with our community.
Wellicious was born from the belief that yoga and activewear should support our wellbeing without compromising the health of the planet. I wanted to create beautiful, high-performance pieces that offered a different approach to fashion: combining luxury and functionality with non-toxic materials, circular design and responsible production in the EU.
What qualifications do you have? Did they help in getting you where you are today?
My journey has been shaped by a combination of learning, professional experience and a willingness to question how things have traditionally been done. Building Wellicious has required me to develop expertise across many areas, from understanding fabrics and product development to fashion production processes to sustainability, business strategy and brand building. It has been a constant learning experience, driven by curiosity, determination and a passion for creating something that makes a positive difference.
I did a Postgraduate Certificate in Sustainable Supply Chain qualification at Cambridge, which helped me gain a much deeper understanding on how to build a sustainable and transparent supply chain. Following this, I spent six years developing our circular, non-toxic product line, designed to follow the biological cycle of the circular economy. Every component is carefully selected with the aim of allowing the entire product to safely return to nature as nutrients at the end of its life, under suitable conditions. This is an achievement I am particularly proud of, as it reflects our commitment to creating fashion that is not only better for people but also designed with the health of our planet in mind.
Have you always worked in sustainability? If not, what did you do before?
Sustainability has always been close to my heart. I founded Wellicious in London in 2007, driven by my passion for yoga, wellbeing and natural materials. We have used certified organic cotton since 2009 and introduced non–toxic dyes as soon as they became available. We also moved away from the traditional two season fashion cycle towards slow fashion. These changes came naturally, guided by common sense and respect for nature. We have always embraced sustainable innovations early, aspiring to lead rather than follow. My passion for circular design was further strengthened by my postgraduate studies in Sustainable Supply Chains at the University of Cambridge.
What made you fall in love with sustainability?
For me, sustainability is about taking responsibility and recognising that the choices we make every day have consequences. Fashion is an industry with a significant impact, yet it also has enormous potential to change. I was inspired by the idea that we could create beautiful, high-quality yoga and activewear without accepting unnecessary compromises when it comes to materials, manufacturing or waste. I love that sustainability challenges us to think differently, question established practices and find better solutions rather than simply repeating what has always been done.
What does your day-to-day look like?
No two days are quite the same. Running Wellicious means balancing the creative side of the business with the practical realities of developing and growing a premium brand. I might be discussing fabrics and product development, reviewing our sustainability credentials, working on marketing and communications, or exploring ways to reach more people who share our values. There is always something to improve or learn.
Ensuring compliance with evolving regulations, such as the EU’s Empowering Consumers for the Green Transition Directive (EmpCo) and maintaining demanding certifications such as Cradle to Cradle Certified® also requires considerable time and dedication. Sustainability is not simply a marketing message for us; it is embedded in everything we do.
What challenges have you faced?
One of the biggest challenges is changing perceptions in an industry where conventional materials, production methods and marketing claims have become deeply established. Developing more responsible products requires careful research, the right manufacturing partners and a willingness to invest in solutions that may not be the easiest or cheapest options.
Another challenge is helping consumers understand the difference between a sustainability claim and one supported by credible evidence. I believe independent certifications, like the Butterfly Mark, and greater transparency are essential, but there is still considerable work to do to make responsible fashion more widely understood.
What are you most proud of?
I am incredibly proud that Wellicious has stayed committed to its principles while working to demonstrate what premium yoga and activewear can be. Achieving Cradle to Cradle Certified® Gold recognition and the Positive Luxury Butterfly Mark reflects the importance we place on independently assessed standards and responsible business practices.
I am also proud of our biodegradable elastane. Unlike conventional elastane, the elastane in our clothing is designed with the biological cycle in mind. At the end of its life, under suitable conditions, it is designed to break down through the action of microorganisms, including bacteria and fungi. These achievements represent much more than individual milestones; they are part of our ongoing commitment to challenging the industry and proving that quality, performance and responsibility can work together.
What advice would you have for anyone looking to contribute to their company’s sustainability goals?
Start by asking questions and understanding where your company has the greatest impact. Sustainability can feel overwhelming, so identify practical priorities, look for reliable evidence and focus on changes that can make a measurable difference. Involve colleagues across the business, because meaningful progress rarely happens in one department alone.
I would also encourage people to look beyond marketing language and examine the facts behind sustainability claims. Progress requires curiosity, collaboration and persistence. You don’t need to transform everything overnight, but you do need a clear direction and a genuine commitment to follow through.
What’s next for you?
My ambition is to continue growing Wellicious and help establish it as a leading authority on non-toxic yoga and activewear. I want more people to understand why the materials in their clothing matter and to have access to beautifully designed, high-performance alternatives that reflect their values.
We will continue developing our approach to circular design, responsible production and transparency while reaching new communities who care about wellbeing and the planet.
Our goal is to grow the collection slowly and stay true to our values. We have some new colours and designs in the pipeline, so please keep an eye on our website for the upcoming collection: www.wellicious.com
Ultimately, I want Wellicious to help inspire a wider shift in fashion, showing that a different standard is possible and that luxury should come with responsibility.
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