Houdini

In 1993, the Swede Lotta Giornofelice discovered stretch fleece during a trip to New Zealand. As an ambitious mountaineer, she was interested in functional mountain sports clothing and Lotta founded the company Houdini. Together with the designers Hanna and Eva Houdini, the main focus was then on producing functional sportswear and underwear from the then little-known stretch fleece thermal underwear in small quantities. Functionality, performance and high quality, strictly adhering to their own goals and principles - that is the company's vision. But it was not only with its clothing that Houdini attracted attention in the outdoor industry. The fact that a woman with a small company was able to assert herself in an industry that is still mainly dominated by men quickly got around and made an impression.

In the early 2000s, Houdini launched dresses on the market for the first time that were not only functional but also fashionable. In 2007, they launched their first product made from recycled polyester. Sustainability is a top priority at Houdini. With their products, they want to enable customers to go out into nature, enjoy it and leave no negative impact behind. Houdini will continue to surprise with innovative products in the future. In line with their philosophy "Sitting still is boring", they will continue to push the boundaries.