Editor’s Note
Hello,
This week we are looking at the Swedish outdoor apparel brand Houdini Sportswear, founded in 1993 by passionate skier and climber Lotta Giornofelice.
Earlier this year they launched Houdini Circle, the first store in the world where you can buy, rent, repair, subscribe, trade-in, and buy pre-loved apparel.
It’s an innovation in sustainable business models, in collaboration with Boston Consulting Group, that will decrease production and expand consumer options.
“Houdini Circle is as much about decreasing our dependency on new consumption and production, as it is about giving users options that acknowledge changing needs and personal preferences.” – Angelica Molin, Head of E-Commerce
This is a great step forward for sustainability, recognizing that fewer better things, only accessed and used when really needed, will have a positive impact on our planet.
The big learning here is that it’s possible to produce less, earn more and encourage consumers to own less, live more with a shift in business models and mindset.
PS. We offer group subscription discounts for organizations with more than 5 employees. Please reach out for more information.
For people, planet, and profit,
Per Håkansson (follow on LinkedIn), Publisher and founding editor
Table of Contents
Houdini’s Story
The story of Houdini Sportswear is a tale of innovation, sustainability, and Swedish heritage. Founded in 1993 by Lotta Giornofelice, a passionate climber and skier, the company was born out of a desire for functional and sustainable outdoor clothing.
Giornofelice, frustrated by the lack of clothing that could keep her warm during start-and-stop activities like climbing and backcountry skiing, began sewing her own fleece undergarments. These garments quickly became popular among her friends and fellow athletes, and Houdini Sportswear was born.
“For me it was important not to start a company just to sell stuff. It has to fill a function or solve a problem. But I knew there was a need for my products and I had an enormous drive and credibility in the community.” – Lotta Giornofelice
From the beginning, Houdini Sportswear has been committed to sustainability. The company uses recycled materials whenever possible and avoids harmful chemicals in its production processes. Houdini also strives to create durable and long-lasting products, reducing the need for consumers to constantly replace their clothing.
Houdini Sportswear has been a pioneer in the use of innovative materials. The company was one of the first to use Polartec® Power Stretch® Pro in its garments, and it has continued to develop its own proprietary fabrics, such as Houdini MonoAir® and Houdini M's Pace Light Pants.
Houdini Sportswear has also been a leader in the movement for transparency in the fashion industry. The company publishes detailed information about its suppliers and manufacturing processes on its website. Houdini also offers a repair service for its products, extending their lifespan and reducing waste.
Today, Houdini Sportswear is a leading brand in the outdoor clothing industry. The company's products are popular with athletes and outdoor enthusiasts around the world. Houdini Sportswear is committed to its core values of innovation, sustainability, and transparency, and it continues to be a leader in the industry.
Here are some additional details about the story behind Houdini Sportswear:
The company's name is inspired by Harry Houdini, the famous escape artist. Giornofelice chose the name because she wanted the brand to be associated with innovation and breaking free from the limitations of traditional outdoor clothing.
Houdini Sportswear is based in Stockholm, Sweden. The company is proud of its Swedish heritage and incorporates Scandinavian design principles into its products.
Houdini Sportswear is a member of the Fair Wear Foundation, which is an organization that works to improve working conditions in the garment industry.
Houdini Sportswear is committed to reducing its environmental impact. The company has set a goal of being climate neutral by 2030.
Key Milestones
1993 – Founded by Lotta Giornofelice, a passionate climber and skier, in Åre, Sweden.
1995 – Introduces the Houdini Jacket, one of the first fleece jackets on the market.
1997 – Launches the Houdini Power Houdi, the first Houdini garment made with Polartec® Power Stretch® Pro.
1998 – Wins the Swedish Outdoor Award for the Houdini Power Houdi.
2000 – Begins using recycled materials in its products.
2002 – Publishes its first sustainability report.
2003 – Launches the Houdini M's Pace Light Pants, which become one of the company's best-selling products.
2005 – Becomes a member of the Fair Wear Foundation.
2007 – Introduces the Houdini MonoAir®, a revolutionary fabric that is both lightweight and warm.
2008 – Wins the ISPO Gold Award for the Houdini MonoAir® Jacket.
2010 – Launches the Houdini Project Shield, a line of waterproof and breathable garments.
2011 – Launches Houdini Reuse in select stores, their trade-in and resell initiative.
2012 – Wins the Swedish Outdoor Award for the Houdini Project Shield Jacket.
2014 – Launches the Houdini Move collection, a line of activewear designed for high-intensity activities.
2015 – Wins the European Outdoor Award for the Houdini Move Tights.
2017 – Publishes its Houdini Manifesto, outlining the company's commitment to sustainability and transparency.
2018 – Launches the first ever corporate sustainability report based on the holistic Planetary Boundaries framework.
2019 – Introduces Power Air Houdi, a result of Houdini design and Polartec® fabric innovation.
2020 – Launches the Mono Air concept, a modular clothing system that allows users to customize their clothing for different activities and conditions.
2021 – Launches the Houdini Circular collection, a line of garments made from recycled materials.
2022 – Launched the “Live Large with Less” program, challenging people to downsize their wardrobe, focusing on finding joy in owning less. Publishes the Regenerative Lifestyles Initiative with Cybercom, which explores the environmental impact of a change in lifestyle. Announces a partnership with the Swedish Society for Nature Conservation to protect Swedish forests.
2023 – Opens “Houdini Circle”, the first retail concept offering rental, repair, subscription, trade-in and pre-loved apparel.
Insights and Actions
Houdini Sportswear's sustainability strategy centers around three key pillars:
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