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Houdini Sportswear

Trailblazing sustainable innovation toward a regenerative outdoor industry

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Eva Karlsson

CEO / CD at Houdini Sportswear

More about Eva »
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.

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

Press Mentions

June 30, 2025

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

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’

Read on eTextileCommunications.com »

June 24, 2025

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

Read on Textile World »

June 24, 2024

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

Read on Daily Express News Today »

May 4, 2024

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

Read on Yahoo »

December 19, 2023

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

Read on Breaking Latest News »

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