At the end of 2016, we completed the map for our journey ahead. The final details of the plan, along with some big, bold and hairy goals, were formulated by the Houdini team and friends. The place was the beautiful Nordmarka nature reserve outside Oslo.

In Norway, in 1966, a group of climbers and philosophers, including Nils Faarlund and Arne Naess, wrote a manifesto entitled the Stetind Declaration. Read more about it here. It brilliantly articulates the need for a deeper and more harmonious relationship between place, self, society and nature — and the urgency of changing our society.

There we were, 50 years later, discussing the state of our planet and the prevailing lack of willpower, courage and action needed to change direction. But at the same time, we saw the untapped potential, enormous opportunity and abundance of value that existed in this transformation. We left Nordmarka with a bold plan and a promise to ourselves that would keep us busy for years to come.

Houdini’s purpose is to reconnect people with nature and work towards a vision of enabling a rich and meaningful life that, rather than burdening, enriches the individual, society and planet. We updated our long-term plan in 2016 and have since been working towards the following goals on our journey to realizing our vision in 2066 — 100 years after the eco-philosophical Stetind Declaration was written and 50 years after we revived it and became the first company to sign the declaration.

2022

100% of our products are circular, meaning they are made from recycled and recyclable fibres or renewable and biodegradable fibres.

Full traceability and transparency throughout our value chains.

Work has begun to integrate regenerative materials, such as waste from the sea, land or air.

Houdini Hangouts reach a global audience, guiding, sharing, educating and inspiring users, industry peers and other relevant stakeholders to “reconnect to nature” through active outdoor living, knowledge of and reverence for the living system of which we are a part. The aim is to live in harmony with this system, apply its circular design principles, and incorporate sustainable technologies and methodologies in harmony with nature.

Collaborative projects to enable attractive and regenerative lifestyles have been initiated with partners.

2030

• The entire Houdini ecosystem, including value chains and the use phase, is circular, with 100% circular flows of materials, products and knowledge.
• 0% of finite material resources come from the Earth’s crust.
• Waste streams, large and small, including microfibres, have been eliminated throughout the ecosystem.
• 20% of Houdini’s textile fibres are regenerative alternatives, or waste converted into resources from land, sea and air, or sourced through industrial symbiosis where waste becomes a resource.
• Raw materials for trimmings, dyeing, process chemicals and treatments are recycled or renewable.
• 100% renewable energy is used throughout the ecosystem.
• Net-neutral and on the way towards a regenerative value chain in symbiosis with nature.
• Collaborative projects to enable attractive and regenerative lifestyles have evolved into an integrated part of Houdini’s business and have been scaled up.
• Reconnect to Nature has become a strong and unifying movement where, together with like-minded people, we cultivate and strengthen the movement towards a positive tipping point in society.

2066

Houdini celebrates the 100th anniversary of the Stetind Declaration and the 50th anniversary of Houdini’s long-term plan to become regenerative. Freed from today’s unsustainable societal systems, Houdini, together with like-minded people, has cultivated a new societal system in which nature, society, economy and technology operate in harmony and life flourishes.