[Houdini]

COMPANY INFORMATION

Houdini is a progressive outdoor company based in Stockholm, Sweden. With an odd band of scientists, artists, designers and adventurers, they are pushing the boundaries of how outdoor clothing is made. They are recycling, renting, repairing and reusing their way to a new, sustainable outdoor industry. This story begins in the late 80s and early 90s when a young Lotta Giornofelice was working as a climbing and off piste skiing instructor and guide. She shared her time between Åre, Chamonix, La Grave, Kebnekaise and other places around the world in pursuit for the best skiing spots and climbing routes. During a climb on Pyramide du Tacul in Chamonix, Lotta and her crew found themselves in an exposed and dangerous situation. Somebody called out “Save me Houdini” to summon the powers of the famous escape artist. If it was the spirit of Houdini that helped them off the mountain that time remains unknown but the saying became an instant classic and a given name for Lotta’s new clothing brand. The brand is extremely well regarded for its commitment to sustainable fabrics and new technologies. Houdini is a BlueSign certified business as well.