Since the early 90's when Houdini evolved from a secret in the climbing world to a company, responsible business has been our thing. With the passion, determination, planning and execution of a mountaineer, we tackled the task of making our company a force for good. Always uncompromising. Always with a smile (almost always).

Our purpose and vision is to inspire and enable man to reconnect to nature, to live healthier and happier lives, to develop as individuals and shape a prosperous society on a thriving planet, for us and future generations. That's why we work hard to create world-class products and services for a life in nature. Therefore, we develop new technology and innovations that work with nature instead of at its expense. Therefore, we create a network of aware, active and committed people like ourselves around the world.

"We left Nordmarka with a bold plan and a promise to ourselves that would keep us busy."

We shape our map for the future

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

In Norway, in 1966 a group of mountain 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 to change our society.

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

We intend to become 100% circular with nature as a blueprint.

Our map for the future

Houdini's purpose is to get a feedback to nature and works towards the vision of enabling a meaningful life that instead of burdening the individual, society and the planet. We updated our long-term plan in 2016 and have since worked with the following goals on the way to achieving our vision by 2066, 100 years after the eco-philosophical The Stetind Declaration was written and 50 years after we brought to life and became the first company to sign the declaration.

2022

100% of our products are circular, i.e. made from recycled and recyclable fibers or renewable and biodegradable fibers.

Drunk traceability and transparency in value chains.

Work on integrating regenerative materials such as waste from sea, land or air has begun.

Houdini Hangouts reaches out globally to guide, share, educate and inspire users, industry colleagues and other relevant stakeholders to "reconnect to nature" through an active outdoor life, knowledge of and reverence for the living system we are a part of to live in harmony with it, apply its circular design principles, incorporate sustainable technologies and methodology 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 user phase, is circular with 100% circular material, product and knowledge flows.

0% of finite material resources come from the earth's crust. 

Waste streams, large and small and including microfibers, have been eliminated throughout the ecosystem.

20% of Houdini's textile fibers are regenerative or alternatively waste converted to resource from land, sea and air or industrial symbiosis where waste becomes resources.

Raw materials for trimmings, dyeing, process chemicals and treatments are recycled or renewable.

100% renewable energy is used throughout the ecosystem.

Net neutral and heading towards one regeneretive supply chain in symbiosis with nature. 

Collaborative projects to enable attractive and regenerative lifestyles have further developed into a part of Houdini's business and scaled up.

Reconnect to nature has become a strong and unifying movement where, in cooperation 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. Disconnected from today's unsustainable social system, Houdini, together with like-minded people, has cultivated a new social system where nature, society, economy and technology work in harmony and life flourishes.