All Houdini articles
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ArticleFuture Fatigue: How brands can help consumers out of climate paralysis
Fredrik Ekström unpacks ‘Future Fatigue’ — why consumers care about climate but feel too overwhelmed to act, and what brands can do about it.
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ArticleSyre partners with Target, Houdini and Gap to produce reused polyester
One year after launch, Syre has partnered with three big brands to produce reused polyester in a circular approach.
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ArticleMovement for everyone: How sports brands are breaking down barriers and getting people moving
Outdoor brands are making movement more accessible. Through inclusive events, community formats, and smart, purpose-driven strategy.
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News briefsCraft and Houdini have collaborated on a limited-edition running shoe
Two of Sweden´s biggest sports brands have collaborated on a nature-inspired race shoe that made its debut in the 2025 Stockholm Marathon.
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News briefsNew Balance opens its first Swedish flagship store
New Balance continues to open up stores. Now the company opens its second store in the Nordic region.
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ArticleNew CEO of Houdini who strengthens leadership for global growth strategies
The outdoor brand announces leadership changes to innovate and scale responsibly in key global markets.
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ArticleISPO Munich 2023: Alive and kicking
Our editors sum up the biggest themes, most important numbers, trends and pinch points on show at ISPO Munich 2023.
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News briefsHoudini’s new line encourages consumers to “do more with less”
Houdini’s newly unveiled Fall/Winter 2024 collection once again reinforces its founding principle for doing more with less, and its commitment to circularity. Highlights from the season include the Moonwalk collection – a lightweight, technical hybrid fleece collection – and the expanded Dunfri (Swedish for “down-free”) insulated line. The hybrid construction ...
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ArticleHoudini expands circularity platform, launches “Houdini Circle”
Swedish sportswear company and sustainability pioneer Houdini has expanded its circularity platform and opened “Houdini Circle,” the first retail concept of its kind, in Stockholm.
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ArticleCan fashion weeks replace trade shows?
Fashion Weeks are just around the corner. Could they replace trade shows as the most important dates in the industry? We take a closer look.
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ArticleOur comprehensive guide to circular business is out now
The circular economy: One of our industry’s most pressing economic, legal, and ethical issues. Our special edition is your in-depth guide.
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C-Suite InterviewFabian Nendza: “We see ourselves as pioneers”
Can a retailer play a role in the circular economy? Through customer dialog and guidance, Globetrotter aims to do just that.
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ArticleDaring to think de-growth in the textile industry
Over-consumption can’t go on, but does de-growth have to equal financial losses in the textile industry? Charles Ross explores alternatives.
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C-Suite InterviewEva Karlsson: “Transform or die”
It’s one of our industry’s most frequently cited examples of a successful circular business model. Houdini’s CEO tells us how she does it.
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ArticleH&M sets its sights on the sports market
Source: David Thunander H&M store in Stockholm The Swedish fashion retailer H&M launched a test for the sale of third-party brands a few days ago. The marketplace is called “H&M with friends.” At the same time, there is information that H&M wants to enter the ...
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News briefs
A new Italian shareholder for Houdini
An Italian investment company, GDTRE, is taking a stake in the equity of Houdini Sportswear, a Swedish outdoor brand that has a strong commitment to sustainability. GDTRE will join the brand’s co-founders, Hanna Lindblad and Eva Karlsson, who together own 77 percent of the company, as well as Stefan Ytterborn, ...
