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The End of Fast Fashion

Originally, we had invited Salewa marketing director, Thomas Aichner, to a case study at the 4th edition with four other outdoor experts. To mark the occasion, presenter Susanne Barta is now talking to the former professional snowboarder and tourism expert about corporate responsibility, learnings from the Corona crisis, looking to the future and the end of the fast pace of life.

“We will gradually phase out the fast pace of outdoor fashion.”

Mountain sports equipment supplier, Salewa, very quickly after the outbreak of the Corona crisis switched production facilities to the manufacture of protective equipment and breathing masks, thus equipping the sanitary system in South Tyrol. Hospitals in Italy and throughout Europe are also being supplied.

“For us, this production is not a field of business, but a way of using our expertise and giving back to society.”

Salewa marketing director, Thomas Aichner, currently has his hands full with the task of adapting the brand communication to the new circumstances and setting the course for the time after that. In a video interview he tells us what steps Salewa is planning to take and how sustainable production is becoming even more of an issue.

Salewa is the only Italian textile company to be lead partner of the Fair Wear Foundation. All production sites are permanently certified and monitored. Salewa not only wants to satisfy its customers, but also the suppliers’ employees.

“Instead of always more, we at Salewa focus on better quality.”

The Oberalp Group focuses on the topic of nature and society. Here, the people of Bolzano focus on the durability of the products, the possibility of repairing them and, as far as possible, using recycled and recyclable materials.

„Our most important learning from the crisis? To think long term.“

The current decisions to suspend three quarters of the 2021 summer collection and instead launch a long-planned collection of capsules are correspondingly exciting and far-sighted.

Learn more about Salewa

Moderation: Susanne Barta