Houdini Sportswear

Houdini Sportswear is a pioneering Swedish outdoor brand established in 1993 by Lotta Giornofelice. The brand was born from a need for functional, technical climbing apparel that didn't exist at the time. Over the decades, Houdini has become a global leader in circular design and sustainable manufacturing, focusing on garments that are recycled, recyclable, renewable, or biodegradable.

While the brand is headquartered in Stockholm, Sweden, its manufacturing is strategically distributed to prioritize ethical and high-standard production. The majority of Houdini's garments (approximately 90%) are produced in Europe, specifically through specialized partners in Estonia, Latvia, Lithuania, and Poland. High-quality fabrics are sourced globally from technically advanced suppliers in Japan, Taiwan, and Italy. The brand remains privately held, with a unique ownership structure that includes the co-founders and early leaders alongside strategic investors dedicated to long-term sustainability goals.