Meet an Unreasonable Venture

Houdini Sportswear

Trailblazing sustainable innovation toward a regenerative outdoor industry

Eva Karlsson

CEO / CD at Houdini Sportswear

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houdinisportswear.com

Employees 21–50

Headquarters Stockholm, Stockholm County, Sweden

Swedish outdoor brand Houdini Sportswear, an odd band of scientists, artists, designers, engineers and adventurer, is on a quest to reimagine the future of outdoor brands. As a company led by women, a trailblazer in sustainable innovation and a pioneer of circular business models, Houdini keeps challenging the norms of the outdoor industry and the consumerist lifestyle.

Ever since the early nineties, when Houdini evolved from a project among climbing buddies into a company, responsible business has been their way. With the passion, determination, planning, and execution of mountaineers, Houdini has taken on the challenge of designing its business to become a force for good.

On its journey towards regenerative, Houdini is building a co-creative community for open-source innovation and sharing of knowledge, providing state-of-the-art circular sportswear and inspiration for people to reconnect to nature.

Energy & Environment

Notable Achievements

Outstanding customer satisfaction with 93% of customers rating Houdini 4+ stars.
87% of Houdini's products are circular by design. The goal is a 100% circular eco system by 2030, including production and consumption.
Empowering our users to #LiveLargeWithLess. Average use of a Houdini garment is 1287 days (western average is 10, global average is 160)

Currently Operating in 34 Regions

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Press Mentions

June 30, 2025

Syre Partners with Gap, Target & Houdini to Scale Circular Polyester

Houdini Sportswear plays a pivotal role in advancing sustainable fashion through its partnership with Syre, Gap Inc., and Target. This collaboration aims to scale circular polyester production,...

Read on Middle East Africa Textile News - Kohan Textile Journal »

June 25, 2025

Syre partners with Gap Inc., Houdini, Target to accelerate the ‘great textile shift’

Houdini Sportswear partners with Syre and major retailers like Gap Inc. and Target to promote sustainable textile innovations. This collaboration aims to enhance eco-friendly practices in the...

Read on eTextileCommunications.com »

June 24, 2025

Syre Announces Gap Inc., Houdini, And Target As Strategic Launch Partners To Accelerate The Great Textile Shift

Houdini Sportswear partners with Gap Inc. and Target in a strategic initiative led by Syre to enhance sustainable textile practices. This collaboration aims to revolutionize the industry,...

Read on Textile World »

June 24, 2024

EU parties must stand by the European Green Deal - Climate-KIC

EU parties are urged to support the European Green Deal to combat climate change. The deal aims to reduce greenhouse gas emissions and transition to a more sustainable economy. It is crucial for...

Read on Daily Express News Today »

May 4, 2024

Sportswear Brand Houdini Wants Clothes to Be Consumers' 'Companions'

Houdini, a sportswear brand, aims to create sustainable clothing by using recycled and biodegradable materials. Their innovative approach focuses on reducing waste and environmental impact in the...

Read on Yahoo »

December 19, 2023

Houdini Sportswear supports sustainable innovation with its new products – Sport Marketing News - Breaking Latest ...

Houdini Sportswear is promoting sustainable innovation with its new products. The Swedish brand is using recycled and biodegradable materials to create eco-friendly sportswear, highlighting the...

Read on Breaking Latest News »