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Wir denken um

Wir denken um
With our WIR DENKEN UM label, we distinguish brands and products that really deserve recognition. We have introduced our own evaluation process for this purpose and check our suppliers at regular intervals. We offer innovative, environmentally friendly and fairly produced clothing, shoes and equipment - and thus show more sustainable alternatives compared to conventionally manufactured products.
Wir denken um

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Together for our home

For us, home is where the heart is. Our passions - experiencing nature right outside our front door through biking, climbing, hikes in the countryside - are directly linked to an intact mountain world and climate conditions. We want to preserve all of this with our customers, our brand partners and our employees. That is why we set out and launched our WIR DENKEN UM initiative.


‘Umdenken’ (literally ‘rethinking’) describes a process of abandoning entrenched thought patterns and reevaluating things. The conviction that we want to do more for our home and our future has become a mission that continues to challenge us the longer we deal with it. If we want to stop climate change, make our world a better place to live, and improve work conditions along the entire supply chain, then we have to rethink. Sustainability is a very complex topic and we try to look at it holistically.


WIR DENKEN UM at Sport Conrad

For us, sustainability is not a solo sprint, but more of an alpine crossing working together as a team. In order to successfully reach the goal you need preparation, foresight, perseverance and small successes. Because every step counts. Every stage. Sometimes a route correction is also necessary. Total sustainability may never be fully achieved, but it can become a continuous innovation process. That is why we have strategically anchored sustainability in our company. Sustainable management and rethinking should be apparent in all levels and departments, from our eCommerce department to our physical stores, and be reflected in our daily decisions.

Together with our management and our WIR DENKEN UM team, we collect ideas to improve our footprint as a company and implement measures to that effect. We know that we are not perfect and have a long way to go, but with a self-critical eye, we are taking steps in the right direction and have already seen progress in our journey.

Wir Denken Um Range

In 2019 we introduced our WIR DENKEN UM label. We want to highlight brands that act responsibly and sensitize our customers to responsible consumption. With the help of the WIR DENKEN UM label, more sustainable products can be found easily - and everyone has the choice to make a conscious decision.


In order to earn our WIR DENKEN UM label, we have introduced an assessment process and regularly check our suppliers and brands against an extensive list of criteria. Companies that we distinguish acknowledge responsibility along the entire supply chain, pursue responsible purchasing practices, and ensure fair working conditions in their production facilities. These companies produce in environmentally and resource-friendly ways, have short transport routes (when possible, because of production at least in part inside the EU), and use resource-conserving packaging materials. Products that have earned our WIR DENKEN UM label make more sustainable alternatives when compared with conventional products.

These are our evaluation criteria for WIR DENKEN UM brands and products

Responsibility & Fairness
- Responsibility throughout the supply chain
- Audited suppliers
- Fair working conditions for workers

Environment & Climate
- Environmentally and resource-saving production
- Sustainable chemicals management
- Short transport routes and sustainable packaging

Transparency & Reporting
- Regular and transparent communication

- Seals such as Fair Wear Foundation, BlueSign, Grüner Knopf
- Manufacture from natural materials
- Use of renewable raw materials
- Use of wool and down from species-appropriate husbandry
- Use of environmentally friendly leather
- No animal ingredients (vegan)
- repair service
- Made in Europe
- climate neutral