13/02/23
“Save Me Houdini”
F/W
Houdini Sportswear is a brand that is still not well known, in fact if you simply typed Houdini and forgot the “sportswear” that follows it you probably came across the story of the famous magician, yet the story of this brand is really worth the detour whether you are looking to do sports or just to walk in nature.
The exciting story of Houdini
Indeed, the story begins in the late 80’s, its creator Lotta Giornofelice was then working as an instructor, guide of ski climbing and piste and other alpine sports. At that time, the designer was looking for the best ski and climbing spots around the world between Åre, Chamonix, La Grave, Kebnekaise and many other places. The name of the brand comes from a climb of the Pyramide du Tacul, when she and her crew found themselves in a dangerous situation, a member of the team called “Save me Houdini” in reference to the famous illusionist. This call became a cult for the brand, which then took the name Houdini. In the outerwear sector, a woman designer was then rare, that’s how Lotta made her mark. Because of her job, Lotta lacked warm and breathable clothing, so she started making polar underwear for herself and her friends. These pieces quickly became popular in the alpine community due to their quality.
After finding her concept, the goal was to find the perfect fabric to have a range of clothing of the best quality possible. After some research, the brand’s creator spotted the fabric of the American manufacturer Malden Mills, which later became Polartec. The problem with this brand was that it would not accept orders for less than 1 km of fabric, which was unthinkable for the newly created company. Lotta said at the time, “The problem was that they didn’t take orders for less than a kilometer of fabric. But if you can climb the Himalayas, you won’t let a sales policy stop you. As a result, she invited herself into their factories with her concept of polar underwear never before seen in the industry. The concept seemed so revolutionary that the sales manager at Maiden Mills agreed to buy less fabric for Houdini.
The first official Houdini sportswear collection did not arrive until 1993, made by a local seamstress in Vällingby outside Stockholm. This collection was so successful that by the second collection, the production method had to be changed to match the demand. Functional clothing with an elegant and minimalist look was something new at the time. Moreover the fact that Houdini, which is an outdoor brand led by a woman, allowed it to really get the word out and thus to be discovered by the largest number of people. About their designs, the brand makes singular choices, indeed, their goal is to use circular materials, keeping them as close as possible to their original shape to promote their recycling. Moreover, the materials chosen are of high quality to play on the prolongation of the life of the pieces and to avoid to push always more to the perpetual purchase of new products.
Swedish inspiration
Houdini Sportswear’s projects have a lot of Swedish heritage qualities. First of all, the concept of outdoor is greatly linked to its origin: in Sweden, nature is omnipresent, whether you are hiking, climbing, skiing, gathering or camping, nature is always there for you. Furthermore, there is a law that guarantees the freedom to wander, so many Swedes feel a responsibility to preserve this right. Another point is the fact that the weather is highly unpredictable and sometimes quite nasty to Swedes, so you need to be equipped for all occasions. Swedish design and style is characterized by being timeless, functional, simple and minimalist, while paying great attention to detail. “Do more with less” and this is felt with this firm.
Houdini's commitment to ecology
Since 2007, Houdini has been making most of its products from recycled materials. This is not the only ecological gesture made by the brand, in fact their products are taken back at the end of their life to be reused in the creation of their future pieces. We can see here the commitment of the brand to nature, which is understandable since their clothes are made to cross it. Houdini uses recycled polyester, which has several advantages over virgin polyester. First of all, it reduces water consumption, but also CO2 emission. Many second-hand products are available at Houdini in order to make them last and to avoid over-consumption. Houdini continues to set other goals that they make public to motivate themselves, here the environmental goals for 2030: Natural resources taken from the earth’s crust have been replaced with recycled or renewable resources. All waste streams, including microplastic pollution, have been transformed into resource streams. At least 20% of the textile fibers used are regenerative waste from the land, ocean or air transformed into resources. Material resources for trimmings, dyeing, processing chemicals and treatments are shifted to circular and/or sustainable renewable energy. 100% of the energy used throughout the value chains for production and recycling has been shifted to sustainable renewable energy. The entire Houdini ecosystem is neutral and on track to become regenerative. Houdini recently succeeded in turning its old clothes into fertile soil for growing fruits and vegetables!
Houdini Sportswears, from jacket to parka
Houdini, has a very diverse selection of outdoor clothing from parkas, to shoes to jackets, some of which you will see here.
The Bouncer Jacket is an insulated jacket designed to keep you warm when the wind blows and temperatures drop below zero. The durable construction in combination with insulation and weather protection is designed for demanding adventures and high mountain environments. Maximum warmth with minimum weight, features made possible by Primaloft® Black Insulation Rise, an advanced synthetic padding. To perfect this jacket, the Houdini team focused on the little details. The fabric is stretchy, smooth and quiet. In addition, the thermal barriers have been reinforced on each point of exposure. The Bouncer is a perfect example of the brand’s ecological commitment. It is guaranteed PFAS free, made of 80% recycled materials and fully recyclable. On the outside, the jacket is equipped with a Surpass 2.5 Hardshell fabric that provides waterproofing on the chest, head and shoulders. This material is coupled with Spinner Ripstop, which provides lightness on the back and belly. This combination creates the perfect balance between weather protection and interior microclimate.
M's BOUNCER JACKET
Let nature keep you warm. The Alto Halfzip fleece is made from a fabric called Woolly Treemerino™, a warm, stretchy, lightweight fabric made in Sweden from merino wool that provides warmth and resistance to odors. Also in its composition is TENCEL™ Lyocell, a cellulose-based fiber that gives the fabric structure and better moisture transmission. Together they form a garment that is both highly functional and fully biodegradable. Creating high-performance mid-layers has always been a priority at Houdini. This all-natural wool fleece will keep you warm on all your adventures. Alto Halfzip is an all-natural technical fleece jacket that will work in harsh conditions. Please do not discard this garment when it is worn out. Alto Halfzip is made from renewable and biodegradable fibers. The raw materials are valuable and can be reused through recycling or composting.
M's ALTO HALF ZIP
The mission with the D Jacket was to create the ultimate shell jacket. Rugged enough for skiing, yet light and agile enough to be used year-round on any adventure. The secret is the combination of the Made to Move concept, which allows complete freedom of movement, with the lightweight and durable Apex 3-layer Hardshell. Apex 3L Hardshell is a fully circular waterproof and breathable outer fabric. This means it is made from recycled and recyclable fibers. The membrane is Atmos, a hydrophilic membrane that is PFAS-free. The water repellent is also completely PFAS free. The D-jacket has two hand pockets, a chest pocket and two interior pockets to keep your gear in place. You have ventilation zippers under each arm, a compatible hood, and a removable snow gaiter. The D Jacket is a great choice if you’re looking for a shell jacket to use for different types of activities all year round. You can take it with you on your adventures, from skiing to kayaking.
M's D JACKET
OUR HOUDINI SPORTSWEAR SELECTION
HOW TO CARE FOR YOUR CLOTHES AND THE PLANET
When it comes to caring for your Houdini Sportswear products, the brand has many tips for preserving them and protecting the environment. First of all, it is important to avoid using fabric softener, which has a negative effect on the garment’s breathability and is very bad for nature. In addition, it can cause allergic reactions in some people, as it contains perfume. Houdini also advises to close the zippers of the clothes and even to use a washing bag to protect the fabrics. Finally, it is advisable to air your clothes rather than washing them too often.