What does a boulder crag in Stockholm, a famous magician, an escape artist and an almost impossible climbing move have in common? In one word – “Houdini”.All three were the inspiring catalyst more or less for the Swedish outdoor Brand Houdini Sportswear.

Founded by the Swedish mountain athlete Lotta Giornofelice in 1993, Houdini was initially a one-person company. Lotta bought Polartec remnants and set to work on sewing base layers out of stretch fleece – these were to be the beginning of the first functional underwear made from the stretch, warm and dry holding fabric. The items created were snug, light and with a small, compressing pack size had the advantage to disappear, Houdini – style, into any backpack. Lotta, along with a group of friends, found herself in a difficult hiking situation in which only the steel skills and nerves of the great Houdini would have gotten them out of. Well, they came back safe and sound and since then the namesake of the great Houdini has accompanied her.
2003 was when both Eva Karlsson and Hanna Lindblad took over the company, and over time expanded the concept of functional underwear to further layers including softshells and hardshells. Currently, there are 25 employees working at the head office in Stockholm.

Rent, Repair, Reuse, Recycling: Eco-friendly consumption is possible

Since its founding, Houdini Sportswear has worked intensively with one particular topic: Sustainability. The Swedes are of the opinion that it is possible to consume in an environmentally friendly way – and are putting this consistently into action in all conceivably consume domains. They have launched several re-projects in their store in Stockholm: From their Rent-a-Shell concept – an opportunity for those who don’t ride that often, or just want to try out a hybrid shell combination, can borrow fusion for the weekend, to an exchange concept for children “Houdis”. As part of the Re-project, the Stockholm store now features Reuse which includes Rent, Repair and Recycles. This means an opportunity to purchase second-hand sales, rental of shell garments, repair service and recycling of old garments. As for its products, Houdini ensures that they are made under environmentally and socially ethical conditions. Therefore, the production takes place in the EU (Latvia), where the legislation guarantees fair working conditions. Also, the travel routes for production is made shorter.

Houdini outdoor clothing is recycled

Currently, Houdini uses 98% of recycled materials or renewable fibres that are recyclable or biodegradable in its production. A large part of it is bluesign-certified. 71 per cent of the collection is made solely from recycled fibres. The company has opted out for cotton, down and PFC-containing membranes. Instead, Houdini focuses on polyester which can be recycled to 100%, for example, Primaloft One insulation, as used in the Dunfri jackets. Houdini also uses a hydrophilic Atmos membrane, which is made from 100% polyester, as weather protection.

Pure polyester

“We tested thousands of materials to end up working with, at best, a handful,” says Eva Karlsson CEO in an interview! Magazine 4/2014. “In terms of fibre composition in fabric, we strive for purity. It allows you to recycle at a constant quality level. A prime example is a polyester which can be recycled in a closed cycle, a recycling system, even upgraded, repeatedly and endlessly long.”

Houdini Sportswear has teamed up with the Japanese company Teijin Fibres, which has a completely closed recycling system for polyester, called Eco Circle® developed. Worn Houdini-products can be returned and are fed back to the cycle. “Our policy has always been to share knowledge in sustainability with others,” says Houdini’s boss. “This is an example of how collaboration can lead to more knowledge. We would never ask for exclusive rights when it comes to sustainable innovation. On the contrary, we want to make achievements accessible to others! ”

Merino meets on silk

Polyester and natural fibres play a large role. Airborn Silk Merino Houdini Sportswear has after four years of research, designed a durable, lightweight merino-silk blend that not only satisfies the company’s sustainability expectations but also promises excellent performance. The warming merino fibres combined with the added robust silk (25% silk, 75% Merino) in a soft, durable fabric is used in the Airborn underwear, shirts and hats. Another variation with about a third of silk content is found in the Altitude Silk Merino mid-layer series.

The Houdini Power Houdi and the Houdini Sportswear Collection

Houdini Power is among the classic collection, in total over 80 colours have been produced since its first edition. The soft and comfortable stretch fleece hooded jacket combines simple, everyday wear design with the functional, robust Polartec® Power Stretch Pro. The Houdini Power embodies how Houdini’s outdoor clothing is generally perceived: Comfortable fit, functional and classic styling. Contoured fits allow enough freedom of movement and the functional design in muted, soft colours follows a timeless approach. The durability of the products plays a crucial role in Houdini’s sustainability concept: Houdini Sportswear places a compatible body – fabric match in its underwear and base layers to achieve better moisture management, better insulation and ultimately greater durability.

Houdini garments are not just made for a specific sport, but versatile – regardless of whether ski touring or kayaking. This saves on all those purchases you needn’t have to buy for diverse activities – another approach to sustainability by Houdini Sportswear.