Sustainability in the fashion sector: Partnerships of Zell am See-Kaprun

Sustainability in ski fashion

20.11.2023

A really good partnership is when you share the same values: In the case of Zell am See-Kaprun, this definitely includes the desire to work as sustainably as possible at all levels. What does this have to do with fashion? As our long-standing regional partner, Peak Performance focusses on producing clothing that is as durable as possible in order to reduce its environmental impact. The brand is supported in this endeavour by the local company Bründl Sports.

To be honest

Zell am See-Kaprun has been really lucky. Where else do glacier, mountains and lake meet? The region boasts a unique natural environment. However, the effects of the climate change in recent years have already demonstrated how precious - but also how perishable - this beauty can be.

For the region, it is therefore the only logical step to focus strongly on sustainability and take a wide range of measures - from renewable energy to CO2-free holidays. This is the only way to preserve the nature around Zell am See-Kaprun for many future generations. Did you know that, in 2022, the region was awarded the "Best Tourism Villages by UNWTO" seal of sustainability by the World Tourism Organisation (UNWTO) for its intensive efforts in this area? And that the region was one of only 32 tourism destinations worldwide?

A partner that suits the region: Peak Performance

Zell am See-Kaprun as well as many of our partners in the region are working intensively on the challenges of sustainability and possible solutions. One of those partners is Peak Performance. The Swedish clothing brand, which has been an official partner of the Zell am See-Kaprun region for years, wants to achieve its zero-emissions target by 2050. To accomplish this, all products are going to be recyclable by 2030. Peak Performance is thus addressing an important point: In addition to minimising waste, chemicals and microplastics, the focus in clothing production is on durability. This is why Peak Performance uses high-quality materials, develops robust concepts, and favours timeless design. For us as consumers, this is an incentive to use perfectly functioning items of clothing for longer instead of relying on fast fashion.

Wear, repair & pass on

In addition to a second-hand initiative introduced by Peak Performance in 2022, the brand also offers patches that make it easy for customers to repair their garments themselves. This brings us full circle to Zell am See-Kaprun: with Peak Performance as a top brand in its range, the local company Bründl Sports also has a strong focus on sustainability. The family business, with a flagship store in Kaprun and a total of 31 branches throughout Austria, has developed a very specific sustainability strategy with the three pillars of economy, ecology, and social responsibility. This strategy is integrated into all areas of the company, and the specially developed B Green label stands for all activities, measures and products that contribute to sustainability.

Repair Service and Bringer Bonus at Bründl

The most popular services for customers include the Bringer Bonus and the Repair Service: There is a repair station in the flagship store in Kaprun where damaged textiles can be repaired. Of course, this service is not only available for Peak Performance clothing, and it is a sensible way to extend the life cycle of a favourite item. Bründl Sports also offers the Bringer Bonus, where old sports equipment like bikes, skis or ski boots can simply be exchanged for a shopping voucher. With this, consumers can support the way to a more sustainable future, and are able to use their favourite items for longer or give them a second life at the same time.