Fashion Comes Full Circle: Inside the Mind of Wellicious Founder Heike Petersen Cunza
Wellicious founder Heike Petersen Cunza on redefining sustainable yoga and activewear through circular design and timeless luxury.
Heike Petersen Cunza
Heike Petersen Cunza has built a brand that embodies elegance, mindfulness, and environmental responsibility. Rooted in the belief that fashion should never come at the planet’s expense, Wellicious is pioneering a new era of circular activewear, where sustainability and luxury coexist in perfect harmony.
Wellicious is redefining activewear through an eco-luxe lens. What is the inspiration behind your brand?
From an early age, I was inspired by my grandmother’s sustainable lifestyle and my parents’ years spent surrounded by the natural beauty of Eastern Africa. Their respect for nature became my own, shaping a lifelong desire to protect what inspires us most.
Your collection is not only beautiful and functional but also microplastic-free. Why is that so important to you?
Microplastics pose an invisible yet serious threat to our oceans, ecosystems, and even human health. I did not want Wellicious to contribute to that harm. Creating a collection that does not shed microplastics was our way of proving that fashion can be kind.
Lady Amelia Windsor wearing Wellicious
How does Wellicious differ from other activewear brands?
We never compromise between performance, purpose, and beauty. Our products are Cradle to Cradle Certified® Gold, with material health at Platinum level. We use toxin-free, biodegradable fabrics that leave no trace, and our GOTS-certified organic cotton ensures every piece supports both people and planet. Every part of our supply chain is both certified and transparent.
What does ‘circular fashion’ mean to you in practice?
Being circular means rethinking the entire lifecycle of clothing. When a piece of clothing reaches the end of its life, it can be safely composted or returned through our take-back program.
What is next for Wellicious in 2026?
We have just launched our new ‘zero waste’ hair scrunchies, made from leftover fabric and biodegradable elastane. We are partnering with sustainability experts Positive Luxury and launching on the ethical marketplace Generous APE. We are also honoured to be shortlisted for three Country & Town House Future Icons Awards 2026: Best Circular Fashion Innovation, Service Contributing to Fashion Circularity, and Responsible Lingerie, Swim & Activewear Brand.
Follow Wellicious as it continues to champion mindful design and material innovation: wellicious.com and instagram.com/wellicious
