Houdini

The Swedish sports brand Houdini stands for high-quality, functional, and sustainable clothing for an active lifestyle – the fabrics currently in use are 100% recycled, recyclable, renewable, biodegradable, or bluesign certified. From the very beginning, it was clear that the company is at home in both the outdoor world and the fashion world, going its own way in each: durable, thoughtfully designed, and with no compromise between functionality and design.

Durable clothing for outdoor adventures.

Progressive Performance Design from Sweden

Houdini was founded in 1993 by the Swede Lotta Giornofelice – one of the first women to launch a brand in the outdoor industry. The motivation behind it was concrete: ski and outdoor clothing that doesn’t overheat on the way up yet still protects against the cold on the way down.

What began with that idea is today a broad range from base layers to winter jackets – shaped by the Swedish way of life and the country’s wild nature, part of the brand’s DNA from the very start.

For over 30 years, Houdini has been reshaping the future of functional clothing: with state-of-the-art material technology, a distinctive aesthetic, and circular design principles. The vision behind it is clear: to make a life full of discovery possible while taking responsibility for nature.

Houdini products make no compromise between functionality and style.

Design That Enriches Every Experience – with the Best Functional Technology

Houdini products are full of thoughtful details that take every outdoor experience to a new level – whether that means staying warm and dry in a sudden change of weather or still finding room for that last pair of socks in your backpack.

Behind this lies the ambition to push boundaries: with cutting-edge functional technology, Houdini creates garments that not only perform as they should, but also look better and last longer.

The result is products for everyone who doesn’t want to choose between outdoor and lifestyle. Minimalist design and top-quality craftsmanship mean Houdini pieces are often worn for years – on the mountain just as much as in everyday life – without losing comfort or relevance.

Responsibility for Nature

The brand stands for a responsible, active life in the outdoors.

Environmental responsibility shapes Houdini’s decisions – whether by questioning consumption patterns, developing smarter products, or inspiring people to spend more time outdoors. In doing so, the brand continually works to reduce its own footprint as far as possible.

Today, 100% of the fabrics currently in use are recycled, recyclable, renewable, biodegradable, or bluesign® certified – concrete proof that circular thinking at Houdini is not a promise but lived practice.

The company also actively seeks exchange with like-minded people: at the Houdini Hangouts, people can learn more about „friluftsliv" – a conscious open-air lifestyle – and inspire one another. It all follows one clear ambition: the greatest possible experiences with the smallest possible footprint.

(Photos: Houdini)