Swedish performance brand known for its circular design philosophy, minimalist aesthetic, and cult-favorite Power Houdi fleece.
ORIGIN
Sweden
PRICE TIER
premium
Founded in 1993 by Lotta Giornofelice, a climbing and ski instructor who sought better functional layers for the mountains, Houdini Sportswear has evolved into a benchmark for sustainable performance design. Based in Stockholm, the brand is a pioneer of circular business models, offering a "stealth" aesthetic that bridges the gap between technical outdoor gear and modern urban life.