Whilst many brands are struggling to get to grips with the concept of sustainability, Houdini has been delivering eco-friendly products since inception.

Now they have managed to achieve a level of sustainability that we’re all hoping the fashion industry can achieve - compostability. Where instead of throwing your old clothes into the trash, you can stick them in the compost and they will make like Houdini and disappear.

Absolute magic!

Based in Stockholm, Sweden, Houdini sets the bar incredibly high for sustainable clothing. All of the current line’s fabrics are recycled, recyclable, renewable or compostable. Its goal is to become 100% circular by the end of 2022, something most brands have only just started to think about.

However, Houdini Open Source, a platform for sharing knowledge on sustainable methodologies, technologies and solutions worldwide is a treasure trove of knowledge that the business is willing to share with any fashion brand - to help them on the road to circularity too.

Also interesting and worth keeping an eye on, is Houdini’s rental service. in operation since 2012, there is a belief that eventually subscription based models will replace ownership models in the clothing industry. For now it is an alternative way for consumers to experience the value of Houdini’s clothing for a fraction of the fairly punchy cost.

But this is the cost of sustainability right now, and we need to take the hit in our bank balance for the good of our planet.

Kudos Houdini. We’re looking forward to your next trick.

Further Reading