#Houdini clothing full#
#Houdini clothing free#

In 2001 Houdini put a marker in the sand with their ‘Part of the Solution’ commitment – deciding if the brand could not be a part of the solution but would be a part of the problem, they would close the company down. In short – Yes! Sustainability runs through everything that Houdini Sportswear do and they have cemented their place as one of the most innovative brands on the planet when it comes to sustainability and making a positive impact to the world around us.Īs a flagbearer for sustainability the brand have been making moves to more sustainable production long before it was a buzzword – in fact only two years after the brand was formed in 1993 ‘Houdini Repairs’ was introduced with an aim to extend the lifespan of your Houdini products. We will keep working to minimize our negative footprint, move beyond zero, and leave an entirely positive impact on the world. We will keep falling in love with nature, and we will bring our friends with us. We will keep exploring the world around us. Our work is fuelled by passion and therefore we take our passions seriously.

#Houdini clothing free#

We will encourage free thinking and individuality among ourselves.Įnvironmental, social and economic factors are interdependent and system change depends on all of them. We will question our own way of working and evolve to address the challenges we face.

We will speak for nature when no one else does. We will collaborate with others and share our knowledge. We will contribute to the development and implementation of sustainable technology. Nature itself is the blueprint.Įvery resource we use is borrowed from nature and we will therefore treat it carefully. Our mission is to transform into a circular system in harmony with our world. The current system, where products are produced, used and discarded at an ever increasing pace, is not working. Companies have a big part in this, and therefore a big responsibility. We acknowledge that human activities have created a dire situation for the planet we live on. We also believe that nature has an intrinsic value, regardless of human needs. We are driven by a deep love for nature and the experiences it gives us. The brands determination to be a positive impact on the world can be seen in the brands manifesto While Lotta no longer is involved in the day-to-day operations at Houdini, her spirit and commitment to innovation still runs through everything Houdini do. Since those early days Houdini Sportswear have become one of the best known and most loved outdoor brands in Scandinavia. Due to this the brand moved production to a much larger operation and the brand was truly born. At this time an outdoor company run by a woman was unusual in the outdoor community but this didn’t phase Lotta who released her first small Houdini collection in 1993 with the help of American textile manufacturer Malden Mills (later Polartec) and a local tailor in Stockholm.Īs soon as this first collection was released the response was immediate – people loved the introduction of functional outdoor clothing with a stylish and minimal aesthetic.

Seeing the potential opportunity to improve the outdoors experience Lotta began working on a small collection of clothing designed for use by her local outdoor climbing community and others using the mountains.

During her time spent out on the mountain she identified a distinct lack of clothing which was expressly designed for stop-start activities where it was essential to keep muscle groups warm during the ’down periods’ without them overheating during high intensity activities. The story of Houdini traces back to when a young Lotta Giornofelice was working in Chamonix as a climbing and off piste ski instructor and guide. To understand what the Houdini brand represents we need to take a closer look at their history and what has helped form Houdini’s views of the world. Houdini are a label who take their responsibility seriously and are committed to creating product which will not only enhance our experience of the outdoor but also act as a beneficial impact to the environment.

#Houdini clothing full#

After stocking the brand for a brief period back in 2019 we are delighted to have them back in Nordic Outdoor for Spring Summer 2022 – the new collection is stuffed full of innovative outdoor products which have been constructed in the most sustainable manner imaginable.

There are some brands which just fit with our beliefs here at Nordic Outdoor and Houdini Sportswear is the perfect example of this.