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Since 1993, Houdini has been asking a question few rarely consider: "does this product deserve to exist?" Every design is interrogated for longevity, versatility and end-of-life. 100% of materials are recycled, recyclable or Bluesign-certified – not a workaround, but the baseline. Built to be repaired, reused and repurposed. Lifelong companions, not seasonal purchases.
In the late 1980s, Lotta Giornofelice (left) was splitting her time between Åre, Chamonix, La Grave and Kebnekaise – working as a climbing and off-piste ski guide in pursuit of the best routes and conditions in the world. During a climb on the Pyramide du Tacul, her crew found themselves in a tight spot and someone called out "Save me, Houdini." The name stuck. What started as a clothing brand run by a woman – something that really stood out at the time – has become one of the most progressive outdoor brands in the world.
Every material Houdini uses is recycled, recyclable, renewable or Bluesign-certified. Not a recent commitment, rather the baseline from day one.
100% recycled polyester shell: light, tough and fluorocarbon-free. Used in the Dunfri Series.
Four-way stretch fleece that moves with you and never gives up. Used in the Houdi Series.
Seamless 3D knitting from Japan. Zero cutting waste, zero compromise on warmth. Used in the Lykan Series.
The gold standard for responsible textile production. Every product, every time. Across the full Houdini range.
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