Stockholm, Sweden, September 10, 2019—Houdini, the Swedish outdoor apparel brand at the forefront of sustainable performance design, has partnered with JAM Collective as its public relations agency of record in the U.S.

“Houdini believes sustainability is at the core of operating a responsible business,” said Julie Atherton, Founder of JAM Collective. “The brand inspires people to get outdoors and respect nature while crafting beautifully designed performance apparel that looks great both in the city or as far away from the city as you can get. They aren’t afraid to do things differently and we are super excited to share the great work they do here in the U.S.” 

Houdini was founded by Swedish climber and mountaineer Lotta Giornofelice in the early ‘90s when women-led businesses were a complete anomaly in the outdoor industry, and functional wear with a stylish, minimalistic look was downright radical. The brand’s moniker was born when an exposed and dangerous situation arose during a climb on the Pyramide du Tacul route in Chamonix and someone shouted out, “Save me, Houdini!” to summon the powers of the famous escape artist. 

Today, Houdini is a leader in sustainable innovation. The entire Fall 2019 collection is recycled, recyclable, renewable, biodegradable or Bluesign® certified. In 2018, the company introduced impact assessments using the Planetary Boundaries framework in order to understand its impact on a planetary level and set strategies for how to improve. The entire published report, This is Houdini, can be viewed on the brand’s website. 

“At Houdini, we work tirelessly to push the boundaries for a more sustainable outdoor industry,” said Eva Karlsson, CEO, Houdini. “To see the FW/19 collection hit the racks in our amazing network of retailers in North America makes me confident that we can accomplish just that. With JAM Collective by our side, we will continue to build alliances for business to become a positive force in society and for the planet, on this side of the Atlantic.” 

Houdini is distributed in the U.S. through Westerlind. The Fall 2019 collection will be available on, at Flagship REI Stores, Evo, Paragon Sports, Westerlind in Soho & Denver, Wayward, Powder 7, Beyond and select specialty outdoor retailers throughout the U.S.