Background and contacts

About Houdini

We are a Swedish outdoor company founded in 1993 that offers a complete range of functional clothing, from underwear to shell garments. We want to help people experience more, perform better and have more fun. Without leaving any impact on the environment. This is our vision. When we design our products, sustainability and functionality always go hand-in-hand - neither is of any value without the other. We make products for curious people with big hearts. People who love this planet as much as we do and therefore want to help protect it.

About The Digital Newsroom

The Houdini Digital Newsroom is a simple and useful resource for you to keep track of all the latest news stories. High resolution images and complete press releases are available to download from here, and you can connect with our various social media profiles easily. Suggestions for improvements are welcome.

Contact Details

Manifest Stockholm
Josefine Hedlund
+4673 050 29 84

Manifest London
Ali Maynard
0203 137 9270


The Houdini Menu – the world’s first vegetarian fine-dining experience grown from old sportswear

With its constant innovative focus on circular production, the Stockholm based outdoor company Houdini Sportswear continues to break new grounds within the clothing industry. All garments from every collection are created to maximize user experience, comfort and functionality together with sustainability and recycling. Taking the next step in this philosophy, Houdini has now composted worn out clothes, cultivated vegetables and from that created a unique fine-dining menu composed by the star chef Sebastian Thureson and invited their users as guests.

A video of the full project can be viewed here: http://bit.ly/2p3srOQ

  • This means that it is now possible to use, as an example, a Houdini Airborn base layer shirt which is completely worn out, and then compost the garments to create new life.
  • Almost every Houdini garment is fully recyclable, yet the design and construction work is constantly under development. That has now resulted into three compostable product lines: Airborn, Activist and Wooler.
  • The fabric is created from 100% renewable, organic, natural material and therefore they are biological degradable. With an estimated £140 million worth (350,000 tonnes) of used clothing going to a landfill in the UK every year*, The Houdini Menu project is looking to change the way people view clothing globally.
  • The clothes were put in the compost in November 2016 and have during the last six months turned into nutritious soil. The compost used belongs to Gunnar Eriksson, an expert in the area with more than 20 years of experience.
  • Vegetables and herbs have then grown from the soil with which the chef Sebastian Thureson created the world’s first vegetarian fine-dining experience ever made of worn-out garments.
  • Houdini Sportswear gave away eight sought-after seats through their social channels and the winners met on 23rd April and experienced a truly unique dinner experience.


Eva Karlsson, Houdini CEO said:

“Our vision has been the same from the start, to create clothes and services that maximize people’s outdoor experiences without having a negative environmental impact on our planet. By growing vegetables from worn out base layers, we want to showcase how beautiful it can be when we manage to close the loop. Food for both thought and taste buds, you could say.”

Chef, Sebastian Thureson added:

“Houdini has a certain honesty to them and the way they make their clothes. When I created the menu for the dinner I wanted to capture the fact that it is created from old clothes, but also give that honest feeling to every dish. In the end, that resonates well with how I want to cook in my job.”

Adam Kerj, Chief Creative Officer at McCann Stockholm who produced the video commented:

“We are so proud of this project. Houdini is such an ambitious, entrepreneurially driven and transparent company, obsessed with reducing their impact on the environment with the Houdini Menu being the ultimate proof of all their passion and knowledge. To have a Swedish company that makes 100% biodegradable performance sportswear is pretty inspiring. Everyone involved in this project has been amazing, and it wouldn’t have been possible without our chef, Sebastian Thureson, who created a unique, world’s first fine dining experience.”

Daniel Blomberg and Carl Larsson from McCann Stockholm added:

“When we started working on this project we were set to capture the simplicity in it, “eating old clothes” was a cool way to show a solution, or a step in the right direction, to a bigger problem. But the more we got to know all the experts involved we realized how complex every field is; just creating the fabric took Houdini over five years and the compost we are using has been reused for about 20 years. So, this wasn’t a simple project at all and the challenge rather became to show how much work, time and effort that lies behind “eating old clothes”, in a simple way.”

www.houdinisportswear.com, www.thehoudinimenu.com

Short version video: http://bit.ly/2pqYdYH

Long version video: http://bit.ly/2p3srOQ

Attached Files