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Explore

We are a progressive outdoor company based in Stockholm, Sweden. Together with an odd band of scientists, artists, designers and adventurers, we are pushing the boundaries of how outdoor clothing is made. Together with our customers, we are recycling, renting, repairing and reusing our way to a new, sustainable outdoor industry.

  • Progress and innovation

    We are constantly exploring the possibilities to make things smarter, better, more beautiful and more sustainable. Here are the most important innovations and events since the start.

  • The Houdini Manifesto

    Our manifesto is our promise for the future. It's a set of thoughts that guide us in our daily work and in every decision we make.

  • Our Swedish heritage

    The Swedish history of outdoor life is long and well ingrained in our culture. We call it friluftsliv, a word that describes the concept of getting outdoors but also summarises our passion for nature. It is the heart of our heritage.

  • Join the community

    Follow us and join the fight for a better outdoor industry. Here you find the best ways to get in touch with the Houdini universe.

  • The history of Houdini

    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.

  • Houdini Rental

    Rent Houdini clothes for your next adventure. We have offered rentals since 2012 and the service is growing more and more popular.

  • Houdini Reuse

    With Houdini Reuse, we have created a marketplace for used Houdini garments: In stores, in our webshop and on Instagram. Find unique, top condition Houdini garments or give your old garments new life by passing them forward to a new owner. No clothes deserve to be abandoned.

  • Houdini Repair

    If your Houdini garment breaks, we will help you repair it. Discover the joy of saving your favorite garments, and reducing their environmental impact.

  • Houdini Subscription

    Since the summer of 2018, we have been running a pilot program for a subscription service. The goal is to design a service that offer more ways of accessing Houdini products without owning them.

  • Awards and recognition

    Our products and way of business have received plenty of recognition over the years. See the awards and motivations here.

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