HOUDINI DISTRIBUTOR SINCE 2021
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Houdini’s story has been inspired by a constant desire to question the status quo of the outdoor industry. Its maxim is to develop and innovate as much as possible while questioning pre-established norms.
Houdini Sportswear was founded when Lotta Giornofelice discovered stretch fleece during a skiing and climbing trip to New Zealand when this material was still unknown. Starting with a small production, it quickly gained popularity in climbing circles in Sweden.
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In 1993 it began to spread like wildfire within the mountaineering community and from there the brand was born and a small office was established in Stockholm. Since then, Houdini has been gaining popularity not only for its products but for its philosophy of continuous innovation and respect for the environment.
