Houdini Sportswear

Meet an Unreasonable Venture

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 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.

Energy & Environment

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 37 Regions

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Press Mentions

September 9, 2021

Swedish Sportswear Brand Houdini Expands Its Global Circularity Initiative, Setting Stage for Increased Engagement For Industry Experts, Brand and Users

Swedish sportswear brand Houdini, known for its firm commitment to circularity manufacturing and operational excellence, today announced it is expanding these global initiatives to engage with a...

Read on Outside Business Journal »

September 18, 2023

Houdini Sportswear Expands Circularity Platform, Opens "Houdini Circle", First Retail Concept Offering Rental, Repair, Subscription, Trade-In and Pre-Loved Apparel

Customers may choose how they access their garments, including renting apparel, subscribing to garments, as well as purchasing new, second hand or exclusive remade pieces and trading in garments...

Read on PRNewswire »

July 19, 2023

Houdini Sportswear Debuts SS24 Line

“This line reinforces our philosophy to produce environmentally responsible apparel enabling people to do more and go further with smaller wardrobes,” said Eva Karlsson, Houdini CEO

Read on SGB Media Online »

May 2, 2023

The Brands: Why Houdini Sportswear's Less is more

Houdini Sportswear focuses on sustainability and minimalist design, with a goal of creating high-quality products that last. The brand also offers a clothing rental service to reduce waste.

Read on the-spin-off.com »

November 8, 2022

Houdini Sportswear Opens Store In Kungsgatan, Sweden | SGB Media Online

Houdini Sportswear opened a store in Kungsgatan, Sweden. Electrolux, a long-time partner, installed a laundry service in the space to showcase its garment care. The space also has a kitchen for...

Read on SGB Media Online | Active Lifestyle Market B2B Information »