About us Conscious Blog

“Save me Houdini”

Some 25 years ago Lotta Giornofelice was working as a climbing and off piste skiing instructor and a guide, when her and her group found themselves in a dangerous situation, climbing Pyramide du Tacul in Chamonix. It was then, when someone from the group called out loud “Save me Houdini” to asked the spirit of this magician to help them out. And as the group navigated safely out of the danger, the quote became an instant classic among the friends. So when Lotta was looking for a missing sportswear and decided to start making her own garments, the name came natural to her.
She started to make fleece underwear to keep her and friends warm and dry in the mountains and the word spread quickly, making her business an instant success. Mostly because as she said, she didn’t start company just to “sell stuff”, but to fill a function and solve a problem.
And event hough, she is no longer overseeing day-to-day operations of the company, but she is still a part owner.

“Together with our customers, we are recycling, renting, repairing and reusing our way to a new, sustainable outdoor industry.”

Houdini Sportswear
The brand is making their products mostly form natural materials such as Merino wool and Tencel™ Lyocell. If the brand is using synthetic materials, then only those that are form recycled materials or can be recycled, and never blend them with natural materials. In 2016 the brand launched Houdini Menu, basically supplying restaurants with vegetables grown in the soil where basic layer consists of biodegraded wool. The brand has a clothing compost at Rosendal Garden in Stockholm. But this is not where the brand’s sustainability efforts end, the brand has marketplace for used Houdini wear - Houdini Reuse and via Houdini Repair, the brand repairs your garment if they can for free or for a small fee, so you don’t need to trash it and get a new one.  
The portfolio of the brand evolved over the years and is now offering active apparel for women, men and children in timeless design that will last you for a lifetime.

What does Houdini Sportswear offer?

Women’s apparel and activewear
Men’s  apparel and activewear
Kid’s activewear
Accessories

Why we love Houdini?

You don’t see too many successful business led by woman make it in the 90’s, so Lotta’s story made us fall in love with this throughout sustainable brand.

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