Sustainable Fashion Spotlight: Wellicious’ Journey to Circularity and Eco-Friendly Yoga Wear

On Project Cece, you can find products with stories of craftsmanship and positive impact behind them. But behind each brand, there’s also the story of a founder. Someone who was bold enough to decide to take action on the problems they see in the world. Someone who put themselves out there and tackled all the insecurities and risks that come with starting a brand.

So today, we’re lifting the curtains and taking a look behind the scenes. Who are the people behind the brands you love? In this first interview, we’re talking to Heike.
Heike is the passionate founder behind Wellicious, the Cradle to Cradle Certified yoga brand we love!

The Origins of Wellicious: A Dream Born from Nature

Early Inspiration

Q: What inspired you to start Wellicious?

Heike: 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.

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 industry.

The Birth of Wellicious

In 2007, Heike officially launched Wellicious in London. At a time when sustainability was still a niche concept in fashion, Wellicious stood out by offering eco-friendly yoga and activewear. With a mission to challenge the status quo, Heike focused on creating stylish and functional pieces that didn’t harm the planet.

Overcoming Challenges in Sustainable Production

The Roadblocks in Sustainable Fashion

Launching a sustainable brand wasn’t without its difficulties. Wellicious faced numerous challenges during the production process. From sourcing eco-friendly materials to ensuring that all products adhered to the highest environmental standards, the brand had to navigate various obstacles.

Q: What did you find the hardest part about launching your brand?
Heike: At every step during the production, we have encountered challenges but we overcame them with a positive mindset and a can-do attitude. 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.

The Six-Year Journey to Cradle to Cradle Certification®

One of Wellicious’ greatest achievements was its pioneering work on Cradle to Cradle Certified® products. After six years of research and development, the brand succeeded in creating a line that incorporates non-toxic elastane, a groundbreaking innovation in sustainable fashion. This certification ensures that every material used in their products can be safely returned to nature or reused in future garments, creating a truly circular fashion cycle.

The Proudest Moments of Wellicious

Creating Biodegradable, Circular Yoga Wear

With Wellicious, Heike managed to create a sustainable alternative to popular activewear brands like ALO, Lululemon and Nike.

Heike: It was our aim to build a company where we could manufacture durable and circular yoga and activewear products, reuse and recycle all materials and eliminate fashion waste and pollution. The idea of a transparent biodegradable yoga and activewear 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. This has been an incredibly proud moment for myself and the Wellicious team.

Circular Design Successes

At the heart of Wellicious’ mission is circular product design. With the enormous levels of overproduction created by the (ultra) fast fashion industry, Heike found it important that her brand would not contribute to that. All materials used can be reused or recycled and their items are designed to keep their quality.

The Future of Wellicious: Continuing the Mission of Sustainability

Expanding the Product Line

As Wellicious looks to the future, they are continuously innovating their products.
Heike: At present, our primary focus is on introducing our new circular t-shirts to the market. These t-shirts are crafted from Cradle to Cradle Certified® organic cotton, ensuring sustainability throughout their lifecycle. Furthermore, our t-shirts boast a comfortable and contemporary fit, prioritising both style and comfort for our customers.

Localized, Sustainable Manufacturing

All Wellicious products are manufactured within the European Union (EU), ensuring strict environmental and labour standards. By localizing their manufacturing, Wellicious also reduces its carbon footprint, keeping sustainability at the forefront of their operations.

Sustainable Fashion Tips from Heike

Small Changes Make Big Impacts

One of Heike’s key messages for consumers? Small, mindful choices can have a significant impact!

Heike: I encourage people to look beyond just the appearance of a product and to consider where it comes from and how it’s made. By paying attention to these details, people can help drive the demand for more sustainable products and practices in the fashion industry.

Conscious Consumerism: One of the Key Factors to Sustainability?

Heike emphasizes that sustainability doesn’t require radical changes but rather a shift in how people think about consumption:

• Quality and durability over fast fashion
• Choosing products that will last and have a minimal environmental impact.
• Supporting sustainable brands like Wellicious, which put the planet and people first.

PS: Besides shopping, you can support sustainable brands without spending a single penny too!

Give them a follow on social media (Instagram at @Wellicious and Facebook at @Wellicious) and/or share their story with others.

Favourite Wellicious Products

Wellicious C2C Fresher Cropped Tank in Sea Green & Shoreline Blue

This Cradle to Cradle Certified® cropped tank is stretchy and comfortable with light support and a thick hem band for extra security.  It is a casual staple that will open up endless layering options, paired with your favourite leggings or a fresh shirt.

Wellicious C2C Easy Colour Block Leggings in Deep Night Blue & Shoreline Blue

Designed for ultimate style and comfort, these sustainable and biodegradable leggings have you covered through yoga practice and anywhere else your day might lead you!  They do not dig in and flatter all shapes and sizes.

Wellicious C2C New 3/4 Crop Top in Diamond White & Sea Green

This sleek, eco-friendly, and circular tank is made from super soft organic cotton.  It can be worn during your morning workout or for a laidback stroll around the countryside or seaside!

Discover your own favourite circular yoga wear in the catalogue!

 

 

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