About HOUDINI

Houdini Sportswear, founded in 1993 by Swedish climber and off-piste skiing instructor Lotta Giornofelice, emerged from her need for functional clothing suited to start-and-stop activities like climbing and ski touring. Dissatisfied with existing options, she began crafting fleece underwear for herself and friends, leading to the brand's inception. The name "Houdini" was inspired by an incident during a climb in Chamonix, where, facing a precarious situation, someone in her group exclaimed, "Save me, Houdini," referencing the famed escape artist. This phrase resonated with Lotta and became the brand's namesake.

In its early years, Houdini collaborated with Malden Mills (later Polartec) to source innovative materials, enabling the production of high-quality, functional garments. The first collection, launched in 1993, was crafted by a local seamstress in Vällingby, Stockholm. As demand grew, production scaled to meet the needs of a broader audience.

Throughout its history, Houdini has been a trailblazer in sustainable innovation and circular business models. The company is committed to creating products that are not only functional and stylish but also environmentally responsible. This dedication is evident in their use of recycled and biodegradable materials, as well as their efforts to design garments that can be repaired, reused, and eventually recycled, minimizing environmental impact.

Today, Houdini continues to challenge industry norms, blending cutting-edge material technology with refined aesthetics. Their mission is to inspire and enable people to reconnect with nature through products that are both innovative and sustainable, embodying a harmonious relationship between human creativity and the natural world.