I recently signed up to a new yoga studio, and was asked how long I’ve been practicing yoga for. I thought about it for a second, and marvelled at almost 10 years of getting on the mat. In that time, I’ve gone from following DVDs (!) at home, to YouTube series, to in-person classes, and have now ventured into the world of hot yoga. However, I have to say that I’ve never felt better on the mat, and that’s down to discovering sustainable yoga clothing by Wellicious. It’s why I’m delighted to be speaking with Heike Petersen Cunza, Founder of Wellicious, in the latest of my sustainability advocate interviews today.
I’m intrigued to find out what inspired her to develop her contemporary range of comfortable, supportive, yoga clothing that’s also super sustainable, going above and beyond to weave in circular fashion principles, and using the world’s first ‘environmentally compatible’ elastane.
In Conversation With: Heike Petersen Cunza
1. What was the spark that led you to embrace sustainability in your life, and later, launch a sustainable fashion brand?
When I was younger, I was really inspired by both my grandmother Maria’s commitment to living a sustainable lifestyle and my parents’ 20-year residence in Eastern Africa, where they lived among the wonders of nature. Because of them, I have always appreciated the beauty of nature and been keen to help protect the planet as much as I can.
“I have always appreciated the beauty of nature and been keen to help protect the planet as much as I can.”
As I got older, I wanted to combine my love of yoga with the philosophy that style should not be at the expense of our planet, and so I set up Wellicious in London in 2007. When I think of future generations, I hope Wellicious can help to leave the planet a better place for them.
2. Wellicious is an ‘eco-premium yoga wear and sports fashion’ brand. Why should someone switch from mainstream activewear and invest in sets from Wellicious?
Wellicious is the world’s first circular and Cradle to Cradle Certified® yoga and activewear brand, which means no waste is produced in the production of our clothes. We also ensure that ethical and moral standards are upheld throughout our entire supply chain. In fact, we have just been awarded as runner-up in the Marie Claire Sustainability Awards 2024 for our fashion supply chain; this has been an incredible achievement for us especially as the high-profile selection committee was worldwide (and not only UK based).
All our materials are ethically sourced, and our production methods are safe for the environment and your skin (our clothes are free of toxins and chemicals). We also offer a take-back system to our customers. When an item is ready to be returned to the earth (thereby closing its materials’ loop), you can send it back to us in exchange for a 10% discount on your next purchase. In doing so, we will ensure the biodegrading process is optimised so that no trace of your item is left behind.
3. Why are natural materials in yoga wear so important to you?
We believe in quality over quantity, so for our sustainable yoga and activewear, we use GOTS certified organic cotton thanks to its soft and luxurious feel on the skin. It is sourced from Peru, renowned in the fashion industry for its exceptional and durable cotton fibres. This guarantees our clothes feel amazing while you wear them and do not irritate your skin.
4. What are your hopes for the future of the activewear industry, and the wider fashion industry?
We hope to inspire other activewear brands to follow suit and make their sustainability efforts more impactful and long-lasting. We are here to join active women on their personal journeys, helping them make positive consumption choices on the way; to share our conviction that it is possible to look great whilst protecting nature. We hope that other fashion brands can also join us in making this a reality.
5. Who (or what) inspires you?
We are inspired by other people and brands who are putting sustainability first. It is never the easiest route but it is the most important. We are currently supporting Dirt Charity, a charity which is working globally to help turn fashion into a climate solution through regenerating soil. We are also working on an upcoming yoga retreat in February 2025 with Heritage Le Telfair in Mauritius, another brand which is putting sustainability at the heart of their business and working with carbon neutral stays, a ban on single use plastics, and a partnership with Reef Conservation which focuses on marine ecosystem conservation projects.
Thank you Heike! Find out more at wellicious.com and get 10% off with code: CURIOUSLYCONSCIOUS
