HOUDINI
A Swedish outdoor wear brand founded in the early 90's by Lotta Giornofelice, a Swedish climber known for her cutting-edge climbing techniques, to pursue the best possible wearing comfort without interfering with movement. Today, the brand is headed by Eva Karlsson, who has inherited Lotta's intentions.
What is HOUDINI's craftsmanship?
CORE COMFORT Best wearing comfort
HOUDINI’s goal of “magical wearing comfort” is based on the experience of the company’s founder, Swedish climber Lotta, in the mountains.
While climbing, she found herself in a dangerous life-or-death situation because the clothes she was wearing prevented her from moving her body as she wanted. At that moment, she uttered the words “Harry Houdini,” the name of a legendary magician who is an escape artist. As soon as she did so, a miracle occurred immediately and she was able to escape from the situation without incident.
This experience inspired her to develop a magical clothing line that combines “high functionality to withstand harsh environments” with “maximum wearing comfort that does not interfere with body movement under any circumstances.”
While developing these clothes, HOUDINI has also taken a serious look at the impact they have on the global environment, and has considered the best possible countermeasures. This philosophy is also incorporated into the design of their products.
With the pursuit of wearing comfort at the core of their beliefs, they give the utmost consideration to the various elements that are connected to this pursuit. This may be the secret to creating products that can be called the best.
Brand's Signature Gear
Power Houdi
HOUDINI’s classic fleece, as warm as a thin down jacket in a single layer. In its home country of Sweden, it has captivated a wide range of people, from mountain guides to gardeners. The highly stretchable Polartec® Power Stretch Pro® fabric, known as marshmallow fleece, offers elasticity and a flexible feel, making it comfortable and stress-free in any situation. In addition, the quick-drying, breathable, and durable fabric shows its capabilities even in hard situations such as winter mountaineering and long expeditions. Color variation is another charm of this product.
