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Wellicious Interview with Maria Estrada

Q. Wellicious is aimed at stylish women who enjoy living healthy, how did you think of the concept?

Heike: The ethos behind the brand is about living life to the fullest without compromising your heath or ethical beliefs. I truly believe the most important thing is that every woman should listen to and understand her body. I created Wellicious to provide a range of products to compliment the lifestyle of women like me who value the good things in life and don’t believe that there should be a ethical cost in the process. I consider myself a Wellicious woman. I try to take care of my body and health but also have fun at the same time. Every morning I practice yoga and I’m often in the gym but I only do these things because I enjoy them not just because I feel I should. Like many women eating healthily is important to me BUT not at the cost of my enjoyment of life. Socializing is a big thing for me, I go out with my friends, I have a drink with them and from time to time I love burgers and chips.

Q. You have South American roots and wish to link that into Wellicious. In which way are you choosing to do this?

Heike: Wellicious is a very feminine and forward thinking concept. Our clothing flatters woman and we aim to support our clients giving them positive energy and motivating them to live more healthy. I am enormously proud of my South American heritage and my Peruvian family influenced me a lot, especially my mother. When I started Wellicious, it was very important to me that we not only create products ethically but that we proactively support a suitable cause. As such, Wellicious makes a contribution to society by donating 5% of its profit to a charity project in Peru. The charity supports the poor children living on the streets of Huacho, a slum in Fujimori in Peru. The underprivileged people of Fujimori constantly have to fight for survival and the young have no option but to beg for money and food from as early as three or four years old. As a consequence, they hardly receive any education, we support the Fujimori community by contributing to the local school named “Gotitas de Solideridad,” which means “Little Drops of Solidarity”.

Q. How do you think small designers can promote ethical fashion so that it’s seen as stylish and not just ethical?

Annika: Promoting ethical fashion involves a lot of work, because you have certain misconceptions to overcome – ethical fashion is commonly perceived as unstylish uncomfortable and poor quality. People seem to believe that you can’t have good looking, easy to wear clothing without someone somewhere in the world being exploited. Ultimately ethical clothing is seen as a fashion compromise and that’s something that we are working very hard to eradicate – with Wellicious we are very clear, our clients can relax safe in the knowledge that they don’t have to compromise on quality, style or comfort because we are committed to sourcing the highest quality materials without sacrificing our moral standpoint.

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