GDTRE, an Italian family investment firm, will become one of four key existing shareholders helping to drive this expansion. STOCKHOLM (September 8, 2021) - Swedish sportswear brand Houdini, known for its firm commitment to circularity manufacturing and operational excellence, today announced it is expanding these global initiatives to engage with a broader scope of industry experts, brands and users. In the Houdini online shop at Keller Sports you will always find the latest outdoor trends of the cult brand.Get access to everything we publish when you To turn thumbs and rest on their laurels is obviously too boring for the Houdinis. This is the company's promise to continue to push the limits of sustainable production in the future: "For us, there is no contradiction between sustainability and profitable management," says the company's homepage.
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But this is by no means the end of the road for the outdoor manufacturer.
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Whether through the company's climate-friendly shops, the initiated Second-Hand sales platform or the resource-conserving rental of Shell clothing - the Swedes do not lack good ideas. In addition to such innovative products, which always follow the company's simple yet elegant design line, Houdini is also constantly bringing a breath of fresh air to the industry with sustainable projects. HOUDINI - SUSTAINABILITY AS A STYLE FACTOR With its hip workwear look, it is not only predestined for nature and skiing, but also cuts a fine figure in urban environments. In addition, when impregnated with PWR, it does not require the environmentally harmful fluorocarbon and can therefore be 100 percent recycled after extensive use. The three-layer hard shell jacket is made of recycled polyester. RECYCLING AS X-FACTOR IN HOUDINI PRODUCTIONĪpropos Shell: The Corner Jacket, which has won many awards, is also representative of Houdini's all-round sustainable approach. Well-known athletes who are equipped by Houdini are among others: Martin Krautschneider (Freerider), Marit Svarstad Andresen (Freerider, Climber) or Satoshi Tsukahara (Mountain Sports, Climber). The cuddly warm inside, which provides enough warmth under the shell during winter use, and the smooth and extremely durable surface provide further arguments for purchase. Made of Polartec Power Stretch, the Houdini classic scores not only with its elasticity and pleasant wearing comfort.
#Houdini sportswear professional#
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Over time, the company launched countless sustainably manufactured products and gradually expanded its range to include Houdini outdoor jackets, trekking trousers, outdoor skirts, vests and functional shirts. With her idea to produce functional underwear for the outdoor sector from exactly this material, she first ran into open doors with her climbing friends and steadily increased the number of fans. On an outdoor trip to New Zealand Lotta Giornofelice came into contact with the then still new material Stretch Fleece and was immediately enthusiastic about it. HOUDINI - THE EMERGENCE OF THE OUTDOOR BRAND Beginning with the careful selection of the materials up to the tough quality standards in the production, which should guarantee the longevity of the pieces. Function and sustainability thus go hand in hand in the entire creation process of Houdini clothing. With this philosophy, the two girlfriends have been asserting themselves in the men-dominated outdoor industry since 1993 and courageously stand up to any resistance. This core message lies at the heart of Houdini's functional sportswear and is uncompromisingly implemented: The credo of company founder Lotta Giornofelice and today's CEO Eva Karlsson is that anyone who wants to discover nature must also protect it.