from movements in nature to movements for nature

The environmental commitment of Mittermaier and Neureuther has a long history. They drive gas-powered cars and produce their own photovoltaic electricity. They are also engaged in the plan to organize the first CO2 neutral Skiing World Championship in Garmisch Partenkirchen 2011.

"But don't get me wrong, we are not saints," says Mittermaier, with Neureuther explaining that "overall it is most important to develop an open mindset for sense and senseless products or activities."

"We have been asked hundreds of times if we would license our names for a sports collection, we always denied," Mittermaier says. "But we always raised the question: Why is there no sustainable skiwear collection on the market? Products that last for several winters."

In 2007, the call from nature became louder and louder and they were discussing intensively whether they could contribute something to it. "Looking closer into the topic we figured out that there is no brand or manufacturer yet on the market that has a complete collection based on recycling. We have heard a lot about 100% recycling possibilities from some of the experts here at the Forum and we wondered why nobody has put it into practice. So we did it."