houdini
Swedish performance brand known for its circular design philosophy, minimalist aesthetic, and cult-favorite Power Houdi fleece.
ORIGIN
Sweden
PRICE TIER
premium
SPECIALIZATION
UNISEX
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.
Featured Items
M's Pace Split Shorts
$120.00
Pace Flow Balaclava
$45.00$75.00
Men‘s Shorts & Bermuda
$61.00$164.00
Men‘s Hooded Sweatshirt
$130.00$273.00
Men‘s Casual Pants
$115.00$205.00
Men‘s Casual Pants
$60.00$205.00
Alto Hat - Greenish Gold
$330.00$550.00
M's Pace Split Shorts
$120.00
Pace Flow Balaclava
$45.00$75.00
Men‘s Shorts & Bermuda
$61.00$164.00
Men‘s Hooded Sweatshirt
$130.00$273.00
Men‘s Casual Pants
$115.00$205.00
Men‘s Casual Pants
$60.00$205.00
Alto Hat - Greenish Gold
$330.00$550.00
Learn More
Dancing With the Mountains: How Houdini Puts Regenerative Business Into Practice
An in-depth interview with Chief Creative Officer Eva Karlsson discussing the brand's origins with founder Lotta Giornofelice, their 'Planetary Boundaries' framework, and the vision for regenerative business models.
How Houdini has woven nature into its sportswear business model
A detailed Q&A with CEO Eva Karlsson exploring the brand's long-term strategy on circularity, microplastics, and the decision to prioritize high-quality filament fibers over fast fashion trends.
Sportswear Brand Houdini Harnesses The Power of Nature
Coverage of the 'Forward to Nature' campaign and film, highlighting the brand's open-source design philosophy (Mono Air) and its flagship store opening in Stockholm.
Houdini’s Eva Karlsson: “We don’t need more clothes, but clothes that can do more”
An interview focusing on the 'New Naturals' collection, the concept of 'Functional Life Wear', and the brand's refusal to blend natural and synthetic fibers to ensure recyclability.
These Female-Led Sportswear Brands Actually Design With Women In Mind
A broader industry piece that contextualizes Houdini Sportswear within the wave of female-led functional brands, highlighting the unique design ethos that separates them from traditional male-dominated outdoor companies.