Antje von Dewitz: The visionary at VAUDE

Antje von Dewitz is the CEO, visionary, and driving force behind the outdoor brand VAUDE. Dr. Antje von Dewitz has been CEO of the southern German outdoor brand VAUDE since 2009. She champions a management style that integrates economic decisions with ecological and social considerations. She has transformed the family business VAUDE into a forward-thinking brand for outdoor athletes, where sustainability is understood as a forward-looking strategy pursued with great conviction and passion. Under her leadership, VAUDE has developed into a pioneering company in the outdoor and textile industry.  What is still widely regarded in large parts of the business world today as difficult to reconcile and hardly feasible when it comes to companies assuming ecological and social responsibility was already her central guiding principle over a decade ago: transparency within global supply chains and reducing the ecological footprint as necessary foundations for economic success and future viability.

What sets VAUDE apart today is the result of a long development process—driven and realized by many dedicated people within the company and beyond. 

If you would like to discover Antje's latest articles, courses and exciting insights, follow her on LinkedIn! (in german)

When Antje took over the management of the company from her father, Albrecht von Dewitz, she asked herself, as an entrepreneur, how economic success, global supply chains, and social responsibility could be more closely integrated. Since then, she and her team at VAUDE have been working to create transparency in the supply chain, reduce environmental impact, and systematically incorporate social standards.

This includes, among other things: 

• environmental management in accordance with EMAS and ISO 14001 
• collaboration with independent organizations such as Fair Wear  
• a net-zero climate strategy aligned with science-based climate targets, verified by the Science Based Targets Initiative (SBTi) 
• the publication of a regular sustainability report

These measures highlight where the company stands—and where further development is needed to achieve its ambitious goals. 

At first, it wasn’t a given that Antje would one day succeed her father. She grew up with her two sisters in the Lake Constance region—the very place where VAUDE was founded. She attended school in nearby Tettnang, and after graduating from high school, she studied Economic and Cultural Area Studies at the University of Passau. During this time, she gained a wide range of practical experience: at the Institute for European Environmental Policy in Bonn, at a women’s organization in Berlin, at the Goethe-Institut in Abidjan, and at media companies. 

She also started out as an intern at VAUDE itself. One of her first tasks was to establish a new business unit for urban backpacks and bags—together with her colleagues. 

The creative freedom and teamwork led her to decide to join VAUDE permanently. After roles in product management, a Ph.D. at the University of Hohenheim, and her work as head of marketing, she took over as managing director in 2009. 

For Antje, corporate responsibility is not a separate area but part of daily decision-making. Together with her team, she works to further develop processes and structures—from material selection and production conditions to long-term climate goals. 

VAUDE is a member of Fair Wear, an independent multi-stakeholder initiative dedicated to improving working conditions in the textile industry. During regular “Brand Performance Checks,” Fair Wear conducts on-site assessments of working conditions in VAUDE’s supply chain and initiates improvement measures, which VAUDE implements in collaboration with its manufacturers. Since 2015, VAUDE has been classified in the highest possible category, “Leader.”  

The company also pursues concrete goals in the area of climate protection: The climate targets have been validated by the Science Based Targets initiative (SBTi) and are reviewed regularly. 

Beyond her role at VAUDE, Antje von Dewitz participates in discussions on economic and social issues. She advocates for companies to take their impact on the environment and society more seriously and for the development of appropriate regulatory frameworks. This includes her commitment to approaches such as the Economy for the Common Good (ECG), which incorporates criteria beyond financial metrics into the assessment of corporate behavior.  Economy for the Common Good (ECG), which incorporates criteria beyond financial metrics into the assessment of corporate behavior. 

Antje von Dewitz, VAUDE Managing Director, hiking in the mountains
Antje embodies her convictions not only in her professional life but also in her personal life. Her start at VAUDE coincided with the time she started her own family. As a mother of four, she has demonstrated for many years that balancing work and family life is possible for women in leadership positions when the right conditions are both desired and created. Her employees appreciate the trusting, empowering, and family-friendly corporate culture at VAUDE. 

With VAUDE, Antje pursues a clear vision: she aims to enhance quality of life by enabling carefree experiences in nature through VAUDE. Under her leadership, various measures have been implemented to fulfill this vision: 

• Materials & Production:

  VAUDE uses materials with recognized certifications such as GOTS or GRS in many of its products and is working to increase the proportion of recycled and renewable materials and to eliminate the use of harmful chemicals such as PFAS.  

• Supply Chain & Working Conditions:

  Through close collaboration with independent organizations such as Fair Wear, working conditions in the global supply chain are regularly reviewed and improved.

• Science-Based Climate Strategy: VAUDE implements measures to reduce greenhouse gas emissions and regularly publishes progress reports. These steps are part of an ongoing process and contribute to meeting the 1.5-degree target, which is continuously adjusted. The goal is to achieve net zero by 2040. 

On October 1, 2024, Antje von Dewitz was awarded the Federal Cross of Merit of the Federal Republic of Germany at Bellevue Palace in Berlin. This honor, presented by Federal President Frank-Walter Steinmeier, recognizes her outstanding commitment to sustainable and social entrepreneurship in the textile industry. Antje von Dewitz sees the award not only as a personal honor but also as recognition of the valuable work of her entire team at VAUDE.Learn more about the Federal Order of Merit.

Antje von Dewitz is presented with the Federal Cross of Merit at Bellevue Palace

In her book “Mut steht uns gut!” (2020, written in german), Antje von Dewitz describes her personal journey and the company’s development. It intertwines her biography with the history of VAUDE and makes her conviction clear: We can all contribute to a more just world. 

With this in mind, Antje wants to continue to lead VAUDE into the future through her sustainable business practices.

When we at VAUDE speak of “we,” we do not mean just the company itself. We also mean our partners, employees, and everyone who helps shape this journey. 

We are working to further develop solutions, share experiences, and implement changes step by step. One thing is clear: This journey never ends, and together we can make a big difference.