Circular A2Z: Houdini Sportswear

What if outdoor gear could not only protect you in nature but also protect nature itself? This is the vision driving Houdini Sportswear, a Swedish brand redefining sustainability in the outdoor industry. Told by eva karlsson, CEO of Houdini, “business" means nourishing life, in Swedish. Houdini Sportswear embodies its truest sense by creating products and systems that are restorative, sustainable, and regenerative.


What Makes Houdini Sportswear a Circular Pioneer?


𝗖𝗶𝗿𝗰𝘂𝗹𝗮𝗿 𝗗𝗲𝘀𝗶𝗴𝗻 𝗦𝗶𝗻𝗰𝗲 𝟮𝟬𝟬𝟭:
Houdini Sportswear has been creating products with mono-materials, designed for recyclability or biodegradability, ensuring their gear can be reused or return safely to nature.


𝗧𝗶𝗺𝗲𝗹𝗲𝘀𝘀 𝗖𝗿𝗮𝗳𝘁𝘀𝗺𝗮𝗻𝘀𝗵𝗶𝗽:
Houdini Sportswear’s gear is made to last, transcending trends and promoting conscious consumption over fast fashion.


𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝘃𝗲 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀:
Houdini Circle, the first store in the world where you can buy, rent, repair, subscribe, trade-in, and buy pre-loved apparel, to make Houdini’s product more accessible to more people, in line with our values and ethical standards

“𝘛𝘩𝘦 𝘱𝘰𝘪𝘯𝘵 𝘰𝘧 𝘏𝘰𝘶𝘥𝘪𝘯𝘪 𝘊𝘪𝘳𝘤𝘭𝘦 𝘪𝘴𝘯’𝘵 𝘵𝘰 𝘮𝘢𝘬𝘦 𝘮𝘢𝘹𝘪𝘮𝘶𝘮 𝘱𝘳𝘰𝘧𝘪𝘵𝘴, 𝘣𝘶𝘵 𝘮𝘢𝘹𝘪𝘮𝘶𝘮 𝘷𝘢𝘭𝘶𝘦-𝘤𝘳𝘦𝘢𝘵𝘪𝘰𝘯 𝘧𝘰𝘳 𝘢𝘭𝘭 𝘴𝘵𝘢𝘬𝘦𝘩𝘰𝘭𝘥𝘦𝘳𝘴. 𝘛𝘩𝘢𝘵 𝘪𝘴 𝘸𝘩𝘢𝘵 𝘰𝘶𝘳 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘪𝘴 𝘢𝘣𝘰𝘶𝘵. 𝘚𝘶𝘴𝘵𝘢𝘪𝘯𝘢𝘣𝘪𝘭𝘪𝘵𝘺 𝘢𝘯𝘥 𝘨𝘰𝘰𝘥 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘨𝘰 𝘩𝘢𝘯𝘥 𝘪𝘯 𝘩𝘢𝘯𝘥.”, 𝘴𝘢𝘺𝘴 𝘰𝘶𝘳 𝘊𝘌𝘖 𝘌𝘷𝘢 𝘒𝘢𝘳𝘭𝘴𝘴𝘰𝘯.



𝗛𝗼𝗹𝗶𝘀𝘁𝗶𝗰 𝗜𝗺𝗽𝗮𝗰𝘁 𝗙𝗼𝗿𝗺𝘂𝗹𝗮:
Houdini Sportswear has a project to track and quantify a brand's impact beyond production, titled “Regenerative Lifestyles.” They introduce a formula for total impact: P * V + L = I, where “P” is product impact, “V” is product volume, “L” is the lifestyle supported, and “I” is total impact. It emphasizes the importance of lifestyle on environmental impact.


𝙋𝙡𝙖𝙣𝙚𝙩𝙖𝙧𝙮 𝘽𝙤𝙪𝙣𝙙𝙖𝙧𝙞𝙚𝙨 𝘼𝙨𝙨𝙚𝙨𝙨𝙢𝙚𝙣𝙩
Houdini Sportswear’s latest 2024 Planetary Boundaries Assessment measures their impact across all scopes, including Scope X—their influence beyond their supply chain. The findings show they operate within most planetary boundaries, proving it’s possible to create while regenerating.


💚 𝐀 𝐋𝐨𝐯𝐞 𝐀𝐟𝐟𝐚𝐢𝐫 𝐰𝐢𝐭𝐡 𝐍𝐚𝐭𝐮𝐫𝐞 💚
Houdini Sportswear’s ethos comes from a deep “love affair with nature”—a recognition that the outdoors is more than an adventure space; it’s a partner we must protect.


By adopting nature as a blueprint, they create products and systems that regenerate ecosystems and inspire global action.

Kudos Houdini Sportswear, reminding us that every step can be lighter on the planet.

https://houdinisportswear.com/en-ca/sustainability

Together, let’s rethink how we consume, design, and connect with the world.

#CircularEconomy #HoudiniSportswear #RegenerativeDesign #PlanetaryBoundaries