We have a chat with Houdini’s founder Lotta Giornofelice about the early years, why she started Houdini and how the company came to carry the name Houdini.

This story begins in the late 80s and early 90s when a young Lotta Giornofelice was working as a climbing and off piste skiing instructor and guide. She shared her time between Åre, Chamonix, La Grave, Kebnekaise and other places around the world in pursuit for the best skiing spots and climbing routes. During a climb on Pyramide du Tacul in Chamonix, Lotta and her crew found themselves in an exposed and dangerous situation. Somebody called out “Save me Houdini” to summon the powers of the famous escape artist. If it was the spirit of Houdini that helped them off the mountain that time remains unknown but the saying became an instant classic and a given name for Lotta’s new clothing brand.

"A company run by a woman was something that stood out in the outdoor business."