Swedish circular sportswear brand Houdini announced the launch of its FW21 collection. By reimagining not just how products feel on your body but how brands launch new products in what is typically a closed-door event. With the goal to be 100 percent circular by 2022, Houdini launched four silhouettes that encapsulate many circular technologies such as recycled and recyclable materials, fluorocarbon-free water repellency and insulation that does not steal feathers from birds.
The Pace performance collection featuring a jacket and pants is constructed from C9 Octa softshell fabric for high energy output activities such as ski touring, mountaineering, hiking, and snowshoeing. The garments offer a visceral feeling that is soft to the touch, silent and provides unrestricted freedom of movement.
“Nowadays clothes are judged by numbers from a lab test rather than how it feels to wear them,” said Jesper Danielsson, Houdini head of design. “We believe that when you feel better, you will do better,” said Danielsson.
As an extension to the Pace philosophy, Houdini reimagines the insulated mid-layer with the Moonwalk Jacket. Designed to provide warmth and breathability for high pace activities in the mountains, the jacket is made with 70 percent recycled materials and is fully recyclable. Instead of stealing feathers off birds, it is made with Primaloft Gold Active Plus and is completely fluorocarbon DWR free which also keeps toxins out of our watersheds.
“We use post-consumer plastic waste to create an exceptional performance garment, and those resources will never have to become waste again,” said Danielsson.
Houdini reimagined the expedition-style insulated jacket with the launch of Bouncer Jacket, a maximum warmth at minimum weight jacket, featuring Primaloft Rise which stacks the insulation fibers vertically instead of horizontally, creating a bounce when compressed. True to Houdini’s vision of being 100 percent circular in 2022, the Bouncer is also made from recycled material and is fully recyclable as well as fluorocarbon free.
“Reaching the milestone of 100 percent circular products in 2022 is an incredibly important step on our journey toward the circular and waste-free ecosystem we are planning to have in place by 2030. Transitioning from degenerative to regenerative business practices is essential in order to save the awe-inspiring beauty of the natural world, all that makes life worth living,” said Eva Karlsson, Houdini CEO.
Rounding out the collection, Houdini reimagines its longtime favorite, the Moonwalk Shorties, with the 100 percent circular Moonwalk Shorts.
To access the live stream of the FW21 collection, go here.
