Verified for the Future: How Cradle to Cradle Certified® Powers Trust, Compliance and AI-Driven Commerce

Heike Petersen founded Wellicious in London in 2007, at a time when sustainability was embraced by only a few in the fashion industry. As a self-proclaimed sustainability warrior and mother of three, she was inspired from an early age by her grandmother Maria’s commitment to sustainable living, and by her parents’ many years in Eastern Africa, where they lived close to nature.

These early influences shaped Heikes vision to combine her love of yoga and fitness with the belief that true style should respect both personal health and the planet. From the outset, Wellicious has been manufactured exclusively in Europe. Since 2009, they have used certified organic cotton and non-toxic dyes, with their collections stocked by leading retailers including Harrods, Galeries Lafayette, KaDeWe, and Sport Schuster. Creating a circular fashion brand that benefits both people and planet has always been at the heart of Heikes journey.

Nienke Steen is Director Consumer Products & Textiles at the Cradle to Cradle Products Innovation Institute, where she works with leading apparel, footwear, textile, consumer goods, and retail brands to accelerate the transition to a circular economy. She supports companies in translating sustainability ambitions into verified, measurable product performance through the Cradle to Cradle Certified® programme. With extensive experience in sustainability, circular product design, certification, and market transformation, Nienke regularly speaks at international industry events on topics including circularity, trusted sustainability claims, Digital Product Passports, product certification, and emerging EU sustainability legislation. She is passionate about helping businesses move beyond compliance and unlock innovation through safe, circular, and responsibly designed products.