Sportwear with Swidish Heritage
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.
Women’s apparel and activewear
Men’s apparel and activewear
Kid’s activewear
Accessories
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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