Meet an Unreasonable Company
Houdini Sportswear
Trailblazing sustainable innovation toward a regenerative outdoor industry
Swedish outdoor brand Houdini Sportswear, an odd band of scientists, artists, designers and adventurer, is on a quest to reimagine the future of circular sportswear. 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.
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.
Notable Achievements
- Outstanding customer satisfaction with 93% of customers rating Houdini 4+ stars.
- 87% of Houdini's products are circular by design today. Aiming to reach 100% circular products in 2022.
- Average days of use for a Houdini product is 1287 days (western average is 10, global average is 160)
Currently Operating in 22 Countries
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