Brutal Local – Our answer for tomorrow. 

There came a time when we asked ourselves: how do we want to work, produce, and take responsibility in the future? More and more labels, endless promises – but often little substance behind them. For us, it was clear: this couldn’t go on. So we started thinking. About regionality. About sustainability. About what really matters – for us, for our community, and for the generations to come. 

Out of this reflection, Brutal Local was born. Brutal Local is not a marketing slogan, but our promise. Where it says Tyrol, Tyrol is inside. Because we know that true responsibility starts at home. That’s why every Brutal Local product follows strict criteria: at least 90% of the value creation takes place in Austria, the supply chain is 100% transparent, production meets the highest standards – and the people behind it have secure, year-round full-time jobs. With 365-day product availability, we also ensure that you can rely on our gear at any time. 

 For us, Brutal Local means not only thinking about today, but also about tomorrow. Honest, transparent, and uncompromising in quality. That’s how we set a clear sign – for regionality, for fairness, and for a good feeling in the mountains. Brutal Local is our mindset. And we invite you to be part of it.