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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

September 9, 2021

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

Read on Outside Business Journal »

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 »

December 6, 2023

Houdini amplifies sustainability commitment, partners with Polartec

Read on SGB Media Online »

October 18, 2023

How Houdini has woven nature into its sportswear business model

Read on Reuters »

September 18, 2023

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

Read on PRNewswire »

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