Houdini
Sweden
Houdini Sportswear is a Swedish outdoor and training apparel brand that says it has been reimagining outdoor clothing since 1993. It is known for its emphasis on circular design, repair and rental services.
| Founded | 1993 |
|---|---|
| Headquarters | Stockholm, Sweden (design base as stated by the brand) |
| Country | Sweden |
| Segment | Sportswear and outdoor |
| Services | Houdini Repair, Houdini Rental |
| Website | houdinisportswear.com |
What is Houdini?
Houdini Sportswear is a Swedish outdoor apparel brand. Its website says that since the start in 1993 the company has been reimagining the future of outdoor apparel, and it describes its design as coming from Stockholm, Sweden.
Products and positioning
The online range covers outdoor and training apparel for women, men and juniors. Categories include jackets, fleece and midlayers, base layers, hoodies, trousers, shorts, dresses, skirts and underwear. Accessories include hats, gloves, bags and blankets, and the brand also sells clothing care products. Named lines on the site include Dunfri (insulation), Lykan, Power Houdi and the Bff Jacket II.
Circular design
Circularity is central to how Houdini presents itself. The website links to dedicated sections on circular design, its design philosophy, Houdini Repair, natural materials and a claim of sustainable fabrics across its range. It also promotes Houdini Rental as part of its circular offer. The site states that a Power Houdi is used on average 1,287 times over ten years, a figure the brand itself publishes without further detail on the page reviewed.
- Repair service for existing garments
- Rental as an alternative to ownership
- Focus on natural and sustainable materials
Business model and distribution
Houdini sells directly through its own web shop. This profile does not document the proportion of wholesale, own retail and e-commerce, and the current ownership structure was not verifiable from the sources consulted.
Why it matters
Houdini is frequently discussed as a Nordic example of an outdoor brand that builds services such as repair and rental into its core model. For industry readers, it illustrates how circular strategies can be integrated into product design rather than added as an afterthought.
Frequently asked questions
Where is Houdini Sportswear from?
Houdini Sportswear is a Swedish brand. Its website describes its design as coming from Stockholm and says it has operated since 1993.
What is Houdini known for?
Houdini is known for outdoor and training apparel with a strong focus on circular design, including repair and rental services and natural materials.