The Houdini Brand Story
Houdini’s story starts in the late 80’s and early 90’s when climber and off piste skiing instructor Lotta Giornofelice decided to start an outdoor business that sold garments to meet specific activity needs. In particular, Lotta focussed on garments that kept essential muscle groups warm - with breathability and comfort still being the focus, and introduced underwear made of fleece. These products became an instant success and before too long were the talk of the mountains. The first collection launched in 1993 made by a local seamstress in Vallingby near Stockholm. Stylish and minimalistic, with a functional use, Houdini stood out, being a company run by a woman in the outdoor business.
Priding themselves on designing clothing and accessories that reflect a ‘freedom to roam’, Houdini ensure their styles relate back to nature and are accessible to everyone. Community and a positive interaction with the planet are just some of the key values which shape the company, and it’s what’s made us at Urban Industry want to have them on board.
We’ve introduced some classic pieces from Houdini’s ranges, to support performance in all weather conditions. A primary example of this would be the One Parka, a sustainable design built using a 2.5 layer shell to keep you sheltered from the elements. Waterproof, durable and containing plenty of useful features, including elasticated cuffs to lock in heat - and let’s face it, you can’t go wrong with a good Parka, can you?
We’re very excited to welcome the Swedish sporting brand to the growing collection at Urban Industry and we hope you enjoy the market leading pieces that can be worn in both a lifestyle way and for outdoor endeavors as much as we do.