When Heiko Wunder launched the wunderwerk brand in 2012, he was considered a visionary. A hip fashion collection for women and men made exclusively from ecologically sound materials, without the use of toxic chemicals – especially in jeans, the main product from the very beginning – and manufactured under fair conditions – that was almost unimaginable at the time. The topic of sustainability was hardly present, neither in the media nor in politics.
Heiko Wunder went his own way undeterred, overcame many hurdles and never lost sight of the goal.
More than 10 years ago, it was his aim to establish a fashionable brand that harmonizes contemporary design, quality and fair treatment of nature, animals and people. If you grew up in Central Europe and look at the environmental pollution, the increase in many diseases, etc., this is a matter of course for him.
The first time wasn’t easy. He and his team did a lot of educational work, especially to sensitize the suppliers and everyone involved to what it means to produce really sustainably.
The slogan “more than organic.” has accompanied him since the brand was founded. It succinctly sums up the philosophy that real sustainability is produced throughout the entire value chain, without the use of toxic chemicals (“NoTox”) and, if possible, without the use of petroleum-based additives. More than “just” using organic cotton, as some labels do, and then finishing the pants with 1.5 kg of toxic chemicals for the desired “used look” – that’s just ridiculous.
To this day, Heiko Wunder has set things in motion, tried them out and set standards. Be it through the support of production countries badly affected by the economic crisis, such as Greece and Portugal in particular, the development of new exclusive fabrics and yarns, the use of Modal Edelweiß made from local beech wood as the first clothing brand ever, the first bleached jeans without toxic chemicals (Notox) with among others ten liters of water consumption, the production of a sustainable polybag or the introduction and support of the first sustainable receipt.
Made in Europe has not only been important to him since the supply chain law, but has been relevant for a sustainable fashion collection from the very beginning. Wunder has accepted that the prices are higher and the margins are correspondingly smaller.
wunderwerk now operates six of its own stores in Düsseldorf, Berlin, Frankfurt, Nettetal and on Sylt, as well as its own e-shop and over 100 selected specialist retail partners in Germany and beyond.
For the next 10 years, Heiko Wunder hopes that people will act, think and live more and more sustainably in line with the trend and that they will not lose hope through all crises – as is the case at the moment – and remain optimistic and that the issue of sustainability will not take a back seat equipment.
He proved that against all odds, you can believe in your ideals and persevere in your mission to make a difference.
The topic of sustainability has arrived at all levels, it is neither a vision nor a fad. Rather, it is an attitude to life that protects nature and resources, ensures the survival of everyone and makes the world worth living in.