Trailblazing sustainable innovation toward a regenerative outdoor industry
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
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 »More Ventures in Energy & Environment
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