![]() Houdini’s short-term objective is to move from an 88 percent circular product range to 100 percent circular by 2023, the brand said. “Our own reuse platform has the biggest relative growth compared to our other categories.” Karlsson also notes that there’s “an explosion” of reuse platforms from brands and retailers. a consumer movement against fast fashion and overconsumption in general, and we see an increase in consumer demand for natural fibers and materials.” “ Consumers are starting to demand corporate transparency in terms of product traceability and environmental impact. ![]() “Eighty percent of Houdini products are circular by design, either made from organic, renewable and compostable/biodegradable organic materials or made from recycled and recyclable synthetics,” Karlsson said.Īn average garment is used seven to 10 times in the Western world, with 160 times being the global average, but its Power Houdi, on average, is used at least 1,200 times, according to the brand. Since 2007, the brand has taken back all its own worn-out garments and sends them to the appropriate recycling partners - and Houdini is looking to have its entire ecosystem be circular by 2030. Its design philosophy is loosely led by a thoughtful design checklist: Will it last long enough? Is it versatile enough? Will it age with beauty? Is it easy to repair? Is anything added that isn’t needed? Is it durable enough for its rental program? Is there any end-of-life solution? ![]() The end result is less consumption, which in turn means a reduction of raw material extraction and carbon emissions.” “Houdini is making clothes that should last a lifetime with timeless designs, colors and durability. This initiative aligns with their belief that changing the industry must be done through cooperation and sharing.”Īdopting the design ethos that Houdini “designs products to become lifelong companions” is as simple as it sounds, Karlsson told WWD. “As this belief in sustainability is part of Houdini’s DNA, the company is committed to sharing the processes it uses via open sourcing with anyone that is interested. Other natural fibers include merino wool and Tencel Lyocell, two fibers that “have many benefits, both in terms of performance and sustainability,” she said. This collection addresses plastic and textile waste on a larger scale and embraces best-in-class outdoor performance and style,” Karlsson explained. “The Mono Air Collection is the perfect example of a completely circular style, made from mono materials and engineered to reduce microfiber shedding by 80 percent, meaning a significantly reduced risk of microplastic waste ending up in the ocean. “Houdini has had a long-standing relationship with Polartec for a number of years,” Karlsson noted, adding that Polartec’s Power Air Light is made with 73 percent recycled polyester and 27 percent elasterell-polyester - the “key ingredients” in Houdini’s Mono Air Collection. They Are Wearing: Paris Fashion Week Spring 2023 “Every season, Houdini releases a statistics report showing the current status of all their products regarding circularity, fabric and garment origin, use of certain chemicals and environmental labels,” Karlsson said. Eva Karlsson, chief executive officer at Houdini and one of the few female C-suiters leading in the male-dominated global outdoor industry, told WWD that 100 percent of the fabrics used this season are recycled, recyclable, renewable, biodegradable or Bluesign certified. Sportswear for Houdini materializes as simple and sleek, coupled with decidedly stylish offerings such as its Unisex Puffy Square and Unisex Sleepwalker, both insulation skirts, or its après-ski style Activist base layers, made for the “everyday activist” - those partaking in skiing, hiking and the like. Sportswear brand Houdini embraces this concept by designing sustainably, with the intention that products become “lifelong companions” for consumers. Taking a totemic approach to sustainable apparel can reinforce our connection to what was made, and why we purchased a product to begin with.
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