A miracle that grows

Interview with Heiko Wunder

There are not many labels that have managed to hold their own in the market with a sustainable fashion collection. Keeping up with price competition despite adhering to high ecological and ethical standards is a feat. But Heiko Wunder has managed it. With Wunderwerk, he has not only launched a sustainable label, but also opened five of his own stores across Germany. The opening of the sixth branch on Sylt is imminent. We visited Heiko Wunder on the occasion of the Düsseldorf Fashion Days.

With your store on Ackerstrasse, you are one of 180 retailers who have planned activities during the Düsseldorf Fashion Days. What will take place at your store?

First of all, I would like to say: I think it's great that Düsseldorf is taking this initiative. We are a fashion city, this tradition should be upheld. We are planning a small social media campaign with the customers who will be visiting us in the next few days. I don't want to give away any more than that.

How long has your brand been around and how has it evolved?

Wunderwerk has been around since 2012, and we've been very lucky from the start. At our first visit to the fair, we already had a complete collection for men and women in our portfolio, with denims and tops. At that time, the topic of sustainability was not yet as omnipresent as it is today, but the great response and the good orders showed us that we were on the right track.

What is so special about Wunderwerk?

Our consistency when it comes to ecology. Jeans washes are a difficult field in terms of environmental compatibility. Let me give you just one example: Compared to conventional manufacturers, we use only 0.7 liters of water for one pair of pants instead of 30 liters. Three-quarters of our production takes place within the EU, and we manufacture the remaining 30 percent with our long-standing partners in Tunisia. Despite EU production, it is important to me to remain affordable. People should be able to afford sustainable fashion.

How does it work? Where do you save costs?

We have a very lean structure. I develop a lot myself, and even do some things myself. From the collection to the store fitting.

What makes Düsseldorf the right location for you?

Well, for one thing, I was born in Düsseldorf. Then Düsseldorf has the long fashion tradition - and in my eyes also has what it takes to become one of the greenest big cities in Germany. The good infrastructure and proximity to the Rhine come on top of that.

Your headquarters are located in the heart of Flingern. Where do you drink your coffee - and where do you go for lunch?

I go to Café Nikan on Rethelstrasse, which offers a quite excellent organic coffee. They also roast their own, and I'm already in conversation with them about whether we sell their espresso beans at my store. But to do that, they would have to roast at a maximum of 140 degrees so that no acrylamide is released. That would take a little longer and be more expensive, but I'm willing to pay a higher price for it. At lunchtime, I like to go to ZEN, the Vietnamese place across the street. Or Olio, where even I, as a vegetarian, can always find something suitable on the menu.  

And which place in Düsseldorf inspires you the most, fashion-wise?

I like going to the NRW Forum. I get input there, not least for my artist collaborations that I do from time to time. I also feel inspired in my garden in Stockum, where I like to spend my evenings with my children. 

Photos: Heiko Wunder

You can find Heiko's Store on Ackerstraße 133 in the heart of Flingen or online.

And more information about the Düsseldorf Fashion Days can be found here.