Heidi Leugers created her brand and studio, Reclaimed Wool in 1998 with one guiding principle: to turn her artistic practice into a business only if she could "reclaim" all the waste she (also) had created in the process of making adorable or functional items - whether for exhibition or for sale. Her studio has been zero waste for over two decades. The 8K - 12K hotpads, coasters, holiday ornaments and pincushions she makes, are limited to what she can produce with her own hands and can be found at museum stores, craft galleries, and specialty retailers. In 2007, her zero waste practice received critical, scholarly attention in the college teaching text, "Cycle-Logical Art", by Linda Weintraub. Heidi firmly believes that "zero-waste" is a practice, not a purchase.