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HOUDINI SPORTSWEAR - THE FUTURE IN SIGHT

Maximum Experience. Zero Impact. This core message lies at the heart of Houdini's functional sportswear and is uncompromisingly implemented: The credo of company founder Lotta Giornofelice and today's CEO Eva Karlsson is that anyone who wants to discover nature must also protect it. With this philosophy, the two girlfriends have been asserting themselves in the men-dominated outdoor industry since 1993 and courageously stand up to any resistance. Function and sustainability thus go hand in hand in the entire creation process of Houdini clothing. Beginning with the careful selection of the materials up to the tough quality standards in the production, which should guarantee the longevity of the pieces.

HOUDINI - THE EMERGENCE OF THE OUTDOOR BRAND

On an outdoor trip to New Zealand Lotta Giornofelice came into contact with the then still new material Stretch Fleece and was immediately enthusiastic about it. With her idea to produce functional underwear for the outdoor sector from exactly this material, she first ran into open doors with her climbing friends and steadily increased the number of fans. Over time, the company launched countless sustainably manufactured products and gradually expanded its range to include Houdini outdoor jackets, trekking trousers, outdoor skirts, vests and functional shirts. The Houdini product range now includes everything from Merino underwear to high-tech shell garments - everything an outdoor athlete could wish for in a comprehensive outdoor environment.

AT A GLANCE

  • Foundation Year: 1993
  • Company Founder: Lotta Giornofelice
  • Company Headquarters: Stockholm, Sweden
  • Number Of Employees: More Than 50
  • Annual Turnover: more than 13 million EUR
  • Website: houdinisportswear.com
  • Sports: Outdoor

3 GOOD REASONS FOR HOUDINI

  • Environmental Protection: Houdini has been committed to environmental protection for over 20 years and has been producing with recycled polyester since 2007.
  • Awards: Houdini products and the brand itself have won numerous industry awards in recent years, including the ISPO Gold Award and various innovation and sustainability awards.
  • Professional Input: The entire Houdini product range is designed, tested and developed in cooperation with experienced outdoor athletes.

COMFORT FOR ALL SENSES WITH HOUDINI

First and foremost, the "Power Houdi" has been a real success story for the Swedish company for almost two decades. Made of Polartec Power Stretch, the Houdini classic scores not only with its elasticity and pleasant wearing comfort. The cuddly warm inside, which provides enough warmth under the shell during winter use, and the smooth and extremely durable surface provide further arguments for purchase. Well-known athletes who are equipped by Houdini are among others: Martin Krautschneider (Freerider), Marit Svarstad Andresen (Freerider, Climber) or Satoshi Tsukahara (Mountain Sports, Climber).

RECYCLING AS X-FACTOR IN HOUDINI PRODUCTION

Apropos Shell: The Corner Jacket, which has won many awards, is also representative of Houdini's all-round sustainable approach. The three-layer hard shell jacket is made of recycled polyester. In addition, when impregnated with PWR, it does not require the environmentally harmful fluorocarbon and can therefore be 100 percent recycled after extensive use. With its hip workwear look, it is not only predestined for nature and skiing, but also cuts a fine figure in urban environments.

HOUDINI - SUSTAINABILITY AS A STYLE FACTOR

In addition to such innovative products, which always follow the company's simple yet elegant design line, Houdini is also constantly bringing a breath of fresh air to the industry with sustainable projects. Whether through the company's climate-friendly shops, the initiated Second-Hand sales platform or the resource-conserving rental of Shell clothing - the Swedes do not lack good ideas. But this is by no means the end of the road for the outdoor manufacturer.

This is the company's promise to continue to push the limits of sustainable production in the future: "For us, there is no contradiction between sustainability and profitable management," says the company's homepage. To turn thumbs and rest on their laurels is obviously too boring for the Houdinis. In the Houdini online shop at Keller Sports you will always find the latest outdoor trends of the cult brand.

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