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Houdini

Outdoor wear blending innovation with environmental stewardship.
Image credits: Houdini

Editors' note

Houdini, a Stockholm-based outdoor company, blends adventure with sustainability. Founded by Lotta Giornofelice, a seasoned climber and skier, Houdini started with a vision to provide functional, sustainable outdoor wear. Their journey, inspired by the spirit of escapologist Houdini, reflects a commitment to environmental responsibility and innovative design in outdoor clothing.

Their products are distinguished by:

  • Utilizing recycled, recyclable, renewable, biodegradable, or Bluesign certified fabrics.
  • Adopting a circular fashion model emphasizing recycling, renting, repairing, and reusing.
  • Designing minimalist, functional products that are versatile and long-lasting.
  • Innovating with new fabrics and technologies for better sustainability and performance.

Houdini’s ethos revolves around transforming the linear consumption model of the textile industry into a circular, sustainable one. This approach extends beyond creating durable and functional outdoor wear; it’s about stewarding the resources borrowed from the planet and ensuring their responsible use and return. Houdini’s philosophy and actions are paving the way for a more sustainable outdoor industry, where quality, functionality, and environmental consciousness coexist.

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